B2B chapter 19

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kelc0104
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250552
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B2B chapter 19
Updated:
2013-12-14 17:09:04
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B2B
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mkt
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  1. decision making units
    individuals in an organization who participate in making a purchase decision
  2. buying centers
    decision making units. consist of individuals from various areas. complex in hospital market.
  3. size of decision making unit
    depends on size of organization, stage of product in life cycle, functions influencing the purchase decision
  4. stages of product life cycle
    introduction, growth, maturity
  5. purchase situations
    new task, modified rebuy, straight rebuy
  6. new task situation
    when a company approaches a project that is completely new.
  7. modified rebuy
    complicated, but a business has already done it (renovations)
  8. straight rebuy
    corporations are buying repeats (light bulbs), best price and electronic ordering
  9. steps in organizational decision process
    problem recognition, information search, evaluation and selection, purchase and decision implementation, usage and post-purchase evaluation
  10. who is involved in the stages of decision process most
    the head of the department
  11. formal information search
    site visits to evaluate a potential vendor, lab tests of a new product or prototype, investigation of possible specification
  12. informal information search
    discuss with sales representative, attend trade shows, read industry specific journals
  13. B2B pays
    later, in 90 days, must agree to terms and conditions
  14. internets role in decision process
    research stage, consideration stage, choice stage. used more than trade publications/traditional media
  15. organizational culture
    lifestyle. corporate culture, companies vary in risk, innovation, and change.
  16. external factors in influencing organizational culture: firmographics
    size, activities and objectives, location, industry category, organizational composition, macrosegmentation
  17. external factors in influencing organizational culture: culture/government
    variations in values and behaviors across cultures affect organizations/individuals. in USA, Japan, and most of Europe, bribery is illegal.
  18. external factors in influencing organizational culture: reference groups
    lead users are innovative organizations that derive success from leading change. reference group infrastructure pulls it down to lower firms. market push to lead users then market pull down.
  19. internal factors in influencing organizational culture: organizational value
    nonprofit organizations have different views than JC Penny
  20. internal factors in influencing organizational culture: perception
    how businesses view companies. hard to change. need to follow up after sale.
  21. internal factors in influencing organizational culture: learning
    if a consumer has a good experience, bond is strong.
  22. internal factors in influencing organizational culture: motives/emotions
    not as important as with consumers, but you are still dealing with people. it is their job.
  23. transactional exchanges
    involve single transactions, short term and few relational investments, lack of loyalty
  24. relational exchanges
    long term, high relational investments, strong loyalty. sellers must adapt strategies for these different buyer types

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