Note 4 Consumer and Organizational Buyer Behavior

Consumer Behavior Consumers are the ultimate users of a product Consumers use more personal and more emotional purchase criteria in comparison to organizational buyers

Figure Note 4-1 - Consumer-Decision-Making Process and Hierarchy of Effects Models

Figure Note 4-2 - Maslow’s Hierarchy of Needs

Table Note 4-1 - Sources in Consumer Information Search

Figure Note 4-3 The Value Map: Tradeoffs Along the Fair Value Frontier

Figure Note 4-4 - Hypothetical Consumer Value Chain

Figure Note 4-5 - Consumer Decision Making in Context Customers make purchasing decisions within specific cultural/social, personal/individual, situational and commercial (marketer influenced) contexts.

Figure Note 4-6 - Organizational Purchase Decision Process and the Sales Funnel

Figure Note 4-7 - The Personal Selling Process

Figure Note 4-8 - The Buygrid Framework

Figure Note 4-9 - The Buy Center Framework Initiator - The person in the organization who recognizes the need or conceives of the purchase. Influencer - The person whose expertise or opinion affects the purchase. Decider - The ultimate decision maker; has the authority to make the purchase decision. Buyer - The person who executes the transaction. Gatekeeper - Controls the flow of information within the team and access to the team from outside. User - The person within the firm who will actually use the product once it is purchased.

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

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

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