chapter 6 marketing m301

autocratic buying center
a buying center in which one person makes the decision alone, though there may be multiple participants
b2b
process of selling marchandise or services from one business to another
buyer
the buying center participant who handles the paper work of the actual purchase
buying center
the group of people typically responsible for the buying decisions in large organizations
consensus buying center
a buying center in which all memebers of the team must reach a collective agreement that they can support a particular purchase
consultative buying center
a buying center in which one person makes the decision but solicits input from others before doing so
decider
the buying center participant who ultimately determines any part of or the entire buying decision – wheter to buy, what to buy, how buy or where to buy
democratic buying center
a buying center in which the majority rules in making decisions
derived demand
the linkage between consumers demand for a companys output and its purchase of necessary inputs to manufacture or assemble that particular good
distributors
a type of reseller or marketing intermediary that resells manufactured products without altering their form. often b2b sales.
gatekeeper
the buying center participant who controls information or access to decision makers and influencers
influencer
the buying center participant whose views infulence other members of the buying center in mkaing the final decision
initiator
the buying center participant who first suggests buying the particular product or service
modified rebuy
refers to when the buyer has purchased a similar product in the past but has decided to change some specs, such as the desired price, quality level, customer service level, or options
new buy
in a b2b setting, a purchase of a good or service for the first time
organizational culture
reflects the set of values, traditions, and dustoms that guide a firms employees behavior
requests for proposals rfp
a process through which buying organizagtions invite alternative suppliers to bid on supplying their required components
resellers
marketing intermediaries that resell manufactured products without altering their form
straight rebuy
refers to when the buyer or buying organizations simply buys additional units of products that have previously been purchased
users
the person who consumes or uses the product or service purchased by the buying center
wholesalers
those firms engaged in buying, taking title to, often storing, and physically handling goods in large quantities, then reselling the goods to retailers or industrial or business users
coupon or sale amount / new image
> JND level
price increase / current packaging / product size
< JND level
selective exposure
the process whereby a consumer notices certain stimuli and ignores others
selective distortion
new information that doesnt match what you already know
selective retention
more you repeat things the more you can retrieve the information
perception
organize and detach meaning to stimuli