Marketing - Standalone book
13th Edition
ISBN: 9781259573545
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Question
Chapter 6, Problem 2AMK
Summary Introduction
To discuss: The basic features of the organizational buying, which differs from the consumer buying.
Introduction:
An examination of groups, organizations, or individuals and all the activities in regard to the buying, utilization, and goods and service disposal is termed as
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Explain the importance of understanding the market-place and customers and identify the five core market-place concepts.
Why does the organizational buying processcontain more steps than the consumerbuying process?
Name the three social factors affecting customer buying decision and explain how each of these factors affect the customer.
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- How could families and individual consumers benefit from adopting some elements of organizational buying behavior?arrow_forwardPrepare a list of five products purchased by your family. Indicate who is the information gatherer, the influencer the decision maker, the purchaser and the user.arrow_forwardWhat are internal and external customers, and how does it affect customers?arrow_forward
- Describe the organizational purchase process.arrow_forwardHow are traditional ideals passed on today? What role do values play in customer decision-making when it comes to goods and services?arrow_forwardThere are six influences on consumer behavior as follows: Information processing, Motivation, Beliefs and attitudes, Personality, Lifestyle and Life-cycle & age. Apply these six influences on yourself on a product or service of your choice that you wish to purchase. Start by briefly explaining the product/service.arrow_forward
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