Note 4 Consumer and Organizational Buyer Behavior 2012
Note 4 Consumer and Organizational Buyer Behavior © 2012 Pearson Education, Inc. publishing Prentice Hall.
Consumer Behavior § Consumers are the ultimate users of a product § Consumers use more personal and more emotional purchase criteria in comparison to organizational buyers 2 © 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure Note 4 -1 - Consumer-Decision-Making Process and Hierarchy of Effects Models 3 © 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure Note 4 -2 - Maslow’s Hierarchy of Needs 4 © 2012 Pearson Education, Inc. publishing Prentice Hall.
Table Note 4 -1 - Sources in Consumer Information Search 5 © 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure Note 4 -3 The Value Map: Tradeoffs Along the Fair Value Frontier 6 © 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure Note 4 -4 - Hypothetical Consumer Value Chain 7 © 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure Note 4 -5 - Consumer Decision Making in Context 8 © 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure Note 4 -6 - Organizational Purchase Decision Process and the Sales Funnel 9 © 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure Note 4 -7 - The Personal Selling Process 10 © 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure Note 4 -8 - The Buygrid Framework 11 © 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure Note 4 -9 - The Buy Center Framework 12 © 2012 Pearson Education, Inc. publishing Prentice Hall.
The “Purchasing Agent Mindset” § A purchasing agent is employed to “buy” and to process purchase decisions and orders § In the buy center framework, a purchasing agent can play any role or several roles—or may not be involved in a decision at all 13 © 2012 Pearson Education, Inc. publishing Prentice Hall.
Organizational Buyer Behavior and Personal Selling § Personal selling is the fifth P (for “people”) in the marketing mix § Important trends in personal selling connect with organizational buying behavior § Personal selling has gone from a transaction- and commission-focused activity toward being a salaried, solutions-focused function § Success is seen as long-term relationships with customers for whom the firm can deliver real value in the form of solutions and expertise 14 © 2012 Pearson Education, Inc. publishing Prentice Hall.
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