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11 Cards in this Set
- Front
- Back
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Organizational Marketers |
⚫also tend to be heavy users of "high-involvement" media ⚫use of direct selling |
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users |
The people in the organization who must use or work with the product/service often have some influence on the purchase decision. |
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Influencers |
provide information for evaluating alternative products & suppliers |
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Gatekeepers |
control the flow of information to other people in the purchasing process. |
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Buyers |
usually referred to as a purchasing agent or purchasing manager. |
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Deciders |
is the person w/ the authority to make a final purchase decision. |
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The Organizational Buying Center |
the individuals in this group share knowledge & information relevant to the purchase of a particular product/service |
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Marketing Implications |
w/c individuals to target, how & when each should be contacted, what kinds of information & appeals each is likely to find most useful and persuasive. |
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Straight rebuy |
involves purchasing a common product/service the organization has bought many times before |
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modified rebuy |
occurs when theborganization's needs remain unchanged, but buying center members are not satisfied w/ the product/supplier |
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new-task buying |
occurs when an org. faces a new & unique need or problem |
