Lecture 9: Organizational Buying Behaviour

Question 1

organizational buying influenced by (3)

Answer 1

• company objectives
• budget
• cost and profit considerations

Question 2

decision making vs. consumer decision making (5)

Answer 2

• more people involved
• precise technical specifications are used
• impulse buying is rare
• decision more risky
• B2B marketing more personal selling

Question 3

decision making unit participants (5)

Answer 3

1. users
2. influencers
3. deciders
4. buyers
5. gatekeepers

Question 4

users

Answer 4

• identify the need, have a view of what they want and may provide specification

Question 5

Influencers

Answer 5

• anyone who inputs information into the process,ex. technical knowledge

Question 6

Deciders

Answer 6

• responsible for final decision

Question 7

Buyers

Answer 7

• place the order and may negotiate price and terms

Question 8

Gatekeepers

Answer 8

• control access to other members of the team but not involved in the decision

Question 9

classes of buying (3)

Answer 9

1. new task buying
2. modified re-buying
3. straight re-buying

Question 10

influence on organizational buying behaviour (4)

Answer 10

1. environmental factors
2. organizational factors
3. interpersonal/social factors
4. individual factors

Question 11

buyer seller relationships

Answer 11

1. interdependence can develop
2. strategic alliance
3. buyers often strong loyalty to suppliers
4. some buyers can have strong powers

Question 12

relational selling strategy

Answer 12

1. strategic approach adopted
2. major customers managed as key accounts (KAM)
3. approach may come from the buyer
4. working more closely together