文档介绍：CONSUMER BEHAVIOR Chapter anizational and Household Decision Making
Chapter 12
Organizational and
Household Decision Making
CONSUMER BEHAVIOR
Fourth Edition
Michael R3>. Solomon
Organizational Decision-Making
Organizational Buyers are people who purchase goods and services on behalf panies for use in the process of manufacturing, distribution, or resale.
These individuals buy from Business-to-Business Marketers, who specialize in meeting the needs anizations such as corporations, government agencies, hospitals and retailers.
Approximately, $2 trillion dollars worth of products and services change hands anizations.
Organizational Purchase
Situation
Expectations
of the
Supplier
Organizational Climate of the
Buyer’s Firm
Buyer’s
Assessment of His/ Her Own Performance
Influences on the
Organizational
Purchase Situation
Organizational Decision-Making
Vs. Consumer Decision-Making
Purchase Decisions Frequently Involve Many People
Products Are Often Bought According to Specifications
Impulse Buying is Rare
Decisions Are Often High-Risk
Dollar Volume of Purchase is Often Substantial
More Emphasis on Personal Selling
Decisions Are Guided by Long-Term Relationships
Influences on anizational
Buyer Behavior Process
The Buyclass Framework
Level of
Information That
Must be Gathered
Seriousness of
Consideration of
All Possible
Alternatives
Buyer’s
Familiarity With
The Purchase
Type of Purchase
Types anizational Buying
Situations
New Task
Modified Rebuy
Straight Rebuy
Extent of Risk and Effort Involved
Organizational Decision Roles
Gatekeeper
Decision
Roles
Initiator
User
Influencer
Buyer
Trends anizational Buying
Behavior
Building Strong, Lasting Bonds With Suppliers
Consolidating Vendors
Shift From Technology to Marketing Orientation
Emphasis on the User, Not on the Buyer
Defining the Modern Family
The Extended Family was once the mon family unit and consisted of three generations living together.
The