chapter 3 Flashcards
CONSUMER buying decision process
need recognition information search evaluation of alternatives purchase decision post-purchase behavior
BUSINESS buying decision process
problem recognition general need description product specification supplier/source search proposal solicitation selection make the transaction routine evaluate performance
stakeholders
individuals and organizations that have an interest-a stake-in the company, its operations and its performance
buying center
collection of individuals with a stake in the buying decision, individuals who contribute to the final purchase. independently operating portions of the organization- finance, production, purchasing, engineering
internal factors
someone form each department reports how this decision will effect them
-technology, management, legal terms, accounting, marketing, production and operation
external factors
customer needs, government agencies, independent standards, publics
roles in buying center
gatekeeper, initiator, users, influences, deciders, buyers, approvers
3 kinds of needs
organizations needs, individuals need, buying center members personal needs
organizations needs
for benefits from the product or service once it is finally purchased and used
ex: technical specification, performance requirements
individual needs
each professional is expected to perform the functions of their job to support the organization
buyer center members personal needs
individual need for success
new task
a need that hasn’t been faced by the organization previsouly, an entirely new offering, the incorporation of new technology, development of new facilities, etc.
straight rebuy
buying situation that is routine and has established solutions.
modify rebuy
situations in which the buying center determines that the problem or solution is somewhat similar to past problems or solutions. evaluates alternatives but with a limited scope
RFP
request for proposal
common business practices of asking a supplier to quote a piece of business.
