Professional Documents
Culture Documents
6-2
Business markets involve many more dollars and items do consumer markets.
6-3
6-4
Cultural
Organizational Influences
Buyers Response
6-5
Modified Rebuy
Straight Rebuy
Copyright 1999 Prentice Hall
6-6
Gatekeepers
Users
Deciders
Buying Center
Buyers
Influencers
6-7
Organizational
Objectives, Policies, Procedures, Structure, & Systems
Interpersonal
Authority, Status, Empathy & Persuasiveness
Individual
Age, Education, Job Position, Personality & Risk Attitudes
Buyers
6-8
Product Specification
Supplier Search Proposal Solicitation
6-9
Government Markets
Specialized Buying Outside Publics Public Review Open Bids
Negotiated Contracts
Copyright 1999 Prentice Hall