Marketing Chapter 5: Buyer Behavior
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Questions and Answers

What is the primary focus of consumer markets?

  • Buying behavior of final consumers (correct)
  • Buying behavior of businesses
  • Marketing strategies for corporations
  • Retail selling processes

Consumer buyer behavior includes the purchasing habits of organizations.

False (B)

Name one major factor that influences consumer buyer behavior.

Cultural, social, personal, or psychological factors.

What is culture defined as?

<p>A set of basic values, perceptions, wants, and behaviors learned from society (B)</p> Signup and view all the answers

The consumer market consists of all individuals and households that buy goods and services for _____ consumption.

<p>personal</p> Signup and view all the answers

Subcultures consist of individuals with varied life experiences and situations.

<p>False (B)</p> Signup and view all the answers

Match the following factors with their definitions:

<p>Cultural = Influences from society and cultural group Social = Influences from family and friends Personal = Influences from individual preferences and lifestyle Psychological = Motivations, perceptions, and beliefs that influence purchases</p> Signup and view all the answers

Name the four major social classes in American society.

<p>Upper Class, Middle Class, Working Class, Lower Class</p> Signup and view all the answers

Which of the following best defines consumer buyer behavior?

<p>The buying habits of individual consumers and households (A)</p> Signup and view all the answers

Social classes are measured as a combination of occupation, income, education, wealth, and other __________.

<p>variables</p> Signup and view all the answers

Which group has a direct influence on an individual's behavior?

<p>Membership Groups (B)</p> Signup and view all the answers

The consumer market is exclusively made up of individuals.

<p>False (B)</p> Signup and view all the answers

Reference groups serve as points of comparison for individuals in forming their attitudes and behaviors.

<p>True (A)</p> Signup and view all the answers

What are the stages in the buyer decision process?

<p>Need recognition, information search, evaluation of alternatives, purchase decision, post-purchase behavior.</p> Signup and view all the answers

What factors contribute to the classification of social classes?

<p>Occupation, income, education, wealth, other variables</p> Signup and view all the answers

Match the following terms related to social factors to their correct descriptions:

<p>Membership Groups = Groups that influence a person's behavior directly Aspirational Groups = Groups individuals wish to join Reference Groups = Groups serving as comparison standards for individuals Subcultures = Groups within a culture with shared values and experiences</p> Signup and view all the answers

What role does family play in consumer buying behavior?

<p>It is the most important consumer-buying organization in society. (A)</p> Signup and view all the answers

Social factors have no impact on consumer behavior.

<p>False (B)</p> Signup and view all the answers

What system categorizes consumers into segments based on life-stage groups?

<p>PRIZM Lifestage Groups system</p> Signup and view all the answers

A person's pattern of living expressed in their psychographics is known as their ______.

<p>lifestyle</p> Signup and view all the answers

Match the personal factors with their descriptions:

<p>Age = Influences the type of products consumed Occupation = Affects the goods and services bought Income = Determines spending trends Personality = Unique psychological characteristics of an individual</p> Signup and view all the answers

Which of the following are traits of brand personality?

<p>Sincerity, Excitement, Competence, Sophistication (B)</p> Signup and view all the answers

Age and life-cycle stage are considered personal factors affecting consumer behavior.

<p>True (A)</p> Signup and view all the answers

What factors contribute to economic situations regarding consumer behavior?

<p>Spending trends, personal income, and saving</p> Signup and view all the answers

What is a motive in the context of consumer behavior?

<p>A need that directs a person to seek satisfaction (B)</p> Signup and view all the answers

Perception involves organizing and interpreting information to form a meaningful picture of the world.

<p>True (A)</p> Signup and view all the answers

Name one effect of selective retention in consumer behavior.

<p>Remembering positive attributes of a favored brand while forgetting those of competitors.</p> Signup and view all the answers

Motivation research is designed to probe consumers' ______ motivations.

<p>hidden</p> Signup and view all the answers

Which process involves consumers screening out most of the information they are exposed to?

<p>Selective attention (A)</p> Signup and view all the answers

Selective distortion leads consumers to forget positive experiences about brands they do not favor.

<p>False (B)</p> Signup and view all the answers

What are the four components involved in the learning process according to psychological factors?

<p>Drives, Stimuli, Cues, Responses</p> Signup and view all the answers

Match the psychological concepts with their descriptions:

<p>Motivation = Need directing person to seek satisfaction Perception = Organizing and interpreting information Selective attention = Screening out most of the information Learning = Behavior change arising from experience</p> Signup and view all the answers

Which of the following factors is NOT considered a psychological factor affecting consumer behavior?

<p>Social influences (B)</p> Signup and view all the answers

Dissonance-reducing buying behavior occurs when consumers are highly involved in a purchase.

<p>False (B)</p> Signup and view all the answers

What are the four major types of buying decision behavior?

<p>Complex buying behavior, Dissonance-reducing buying behavior, Habitual buying behavior, Variety-seeking buying behavior</p> Signup and view all the answers

The first stage of the buyer decision process is called ______.

<p>Need Recognition</p> Signup and view all the answers

Match the stages of the buyer decision process with their description:

<p>Need Recognition = Identifying a problem or need Information Search = Seeking more information Evaluation of Alternatives = Weighing different options Purchase Decision = Deciding on a specific product</p> Signup and view all the answers

In the information search stage, which of the following is NOT a source of information?

<p>Social media sources (C)</p> Signup and view all the answers

Habitual buying behavior involves a complex decision-making process.

<p>False (B)</p> Signup and view all the answers

What triggers need recognition in the buyer decision process?

<p>Internal stimuli and external stimuli</p> Signup and view all the answers

What is the main focus of the evaluation of alternatives stage in the buyer decision process?

<p>Evaluating alternative brands in the choice set (B)</p> Signup and view all the answers

Cognitive dissonance can occur after a purchase if the buyer feels conflicted about their decision.

<p>True (A)</p> Signup and view all the answers

What may affect a buyer's purchase decision despite having a strong purchase intention?

<p>Attitudes of others and unexpected situational factors</p> Signup and view all the answers

The stage in the buyer decision process after making a purchase is known as __________.

<p>Postpurchase behavior</p> Signup and view all the answers

Match the stages in the adoption process for new products with their definitions:

<p>Awareness = The consumer learns about the new product Evaluation = The consumer assesses the product's benefits Trial = The consumer tests the product Adoption = The consumer decides to regularly use the product</p> Signup and view all the answers

Which of the following describes the stage of the buyer decision process where the consumer takes action based on their satisfaction?

<p>Postpurchase behavior (C)</p> Signup and view all the answers

The buyer decision process includes stages such as awareness, evaluation, trial, and adoption.

<p>True (A)</p> Signup and view all the answers

Define cognitive dissonance in the context of buyer decision behavior.

<p>Cognitive dissonance is buyer discomfort caused by postpurchase conflict.</p> Signup and view all the answers

Which of the following best describes business buyer behavior?

<p>The buying behavior of organizations to produce goods and services (D)</p> Signup and view all the answers

In business markets, demand is typically more elastic than in consumer markets.

<p>False (B)</p> Signup and view all the answers

What is derived demand in business markets?

<p>Demand that is dependent on the demand for another product.</p> Signup and view all the answers

The business buying process involves steps including need recognition, __________, evaluation of alternatives, and purchase decision.

<p>information search</p> Signup and view all the answers

Match the factors that influence business buyer behavior with their descriptions:

<p>Economic factors = Conditions that affect buyer purchasing power Technological factors = Impact of advances in technology on buying decisions Environmental factors = Influence of external environmental conditions on purchases Organizational factors = Internal structure and policies of a buying organization</p> Signup and view all the answers

Which of the following distinguishes business markets from consumer markets?

<p>Business markets involve complex buying behavior. (D)</p> Signup and view all the answers

Fluctuating demand is a characteristic of business markets.

<p>True (A)</p> Signup and view all the answers

Business markets are generally defined as having __________ buyers but of larger size.

<p>fewer</p> Signup and view all the answers

What distinguishes a business purchase from a consumer purchase?

<p>Has more buyer and seller interaction (B)</p> Signup and view all the answers

Supplier development aims to create networks of supplier-partners to ensure reliability in supply.

<p>True (A)</p> Signup and view all the answers

What is a 'new task' in the context of buying situations?

<p>A buying situation where the buyer purchases a product or service for the first time.</p> Signup and view all the answers

In a _____ rebuy situation, the buyer routinely reorders something without modifications.

<p>straight</p> Signup and view all the answers

Match the types of buying situations with their definitions:

<p>Straight rebuy = Routine reordering without modifications Modified rebuy = Reordering with specifications changes New task = First time purchase of a product or service Systems selling = Buying a complete solution from a single seller</p> Signup and view all the answers

Which of the following is included in the buying center?

<p>All individuals involved in the purchase decision-making process (C)</p> Signup and view all the answers

A modified rebuy involves the buyer making changes to the product specifications or terms.

<p>True (A)</p> Signup and view all the answers

What does systems selling imply in business markets?

<p>Buying a complete solution to a problem from a single seller.</p> Signup and view all the answers

What stage follows problem recognition in the business buying process?

<p>General need description (D)</p> Signup and view all the answers

Supplier search involves evaluating the performance of suppliers after a purchase.

<p>False (B)</p> Signup and view all the answers

What approach is used to reduce costs by analyzing components?

<p>Value analysis</p> Signup and view all the answers

The stage of the business buying process that involves requesting proposals from suppliers is known as __________.

<p>Proposal solicitation</p> Signup and view all the answers

Match the stages of the business buying process with their descriptions:

<p>Problem recognition = Identifying a need within the organization Supplier selection = Choosing preferred suppliers based on desired attributes Performance review = Critiquing supplier performance after procurement Order-routine specifications = Finalizing the order details with the supplier</p> Signup and view all the answers

Which of the following describes a general need description?

<p>Characteristics and quantity of the needed item (C)</p> Signup and view all the answers

Internal stimuli are the only source of need recognition in the business buying process.

<p>False (B)</p> Signup and view all the answers

What is included in the order-routine specifications?

<p>Specifications and terms of the purchase with the chosen supplier</p> Signup and view all the answers

What is one advantage of online purchasing?

<p>Enhances information sharing (B)</p> Signup and view all the answers

Government markets typically favor foreign suppliers over domestic suppliers.

<p>False (B)</p> Signup and view all the answers

Name an example of an institutional market.

<p>Schools, hospitals, nursing homes, or prisons.</p> Signup and view all the answers

Government buyers generally award contracts to the ______ bidder.

<p>lowest</p> Signup and view all the answers

Match the following items with their characteristics:

<p>Institutional markets = Low budgets and captive patrons Government markets = Favor domestic suppliers and outline bids E-Procurement = Access to new suppliers and lower costs Online purchasing = Speeds order processing and delivery</p> Signup and view all the answers

Institutional markets have flexible budgets to accommodate their needs.

<p>False (B)</p> Signup and view all the answers

What non-economic factors may affect government purchasing decisions?

<p>Minority firms, depressed firms, and small businesses.</p> Signup and view all the answers

Which of the following roles is responsible for defining product specifications and providing information for evaluating alternatives?

<p>Influencers (A)</p> Signup and view all the answers

Gatekeepers are tasked with controlling the flow of information during the business buying process.

<p>True (A)</p> Signup and view all the answers

What term describes the group of people involved in the decision-making process for purchasing a product?

<p>Buying center</p> Signup and view all the answers

The __________ factor refers to personal emotions and feelings that can influence business buying behavior.

<p>personal</p> Signup and view all the answers

Match the participants in the buying process with their descriptions:

<p>Users = Those who will use the product or service Deciders = Individuals with the power to approve suppliers Purchasers = Buyers with formal purchasing authority Gatekeepers = People who control the flow of information</p> Signup and view all the answers

Which of the following is NOT one of the major influences on business buyers?

<p>Social factors (C)</p> Signup and view all the answers

Interpersonal factors can include influence, authority, and dynamics within a buying group.

<p>True (A)</p> Signup and view all the answers

List one individual factor that can influence business buyer behavior.

<p>Age, preferences, motives, or perceptions (any one of these is acceptable).</p> Signup and view all the answers

According to the buying behavior model, __________ factors include objectives, strategies, and procedures within an organization.

<p>organizational</p> Signup and view all the answers

Which of the following best describes the role of a purchaser in the buying process?

<p>Has the authority to select suppliers and terms. (A)</p> Signup and view all the answers

Flashcards

Culture

Shared values, perceptions, wants, and behaviors learned by members of a society from family and institutions.

Subculture

Groups within a culture, sharing values based on common life experiences and situations

Social Class

Society's relatively permanent, ordered divisions with shared values, interests, and behaviors.

Membership Group

Groups with a direct influence on a person.

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Aspirational Group

Groups individuals wish to belong to.

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Reference Group

Groups a person uses as a benchmark in forming attitudes or behaviors.

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Upper, Middle, Working, Lower Class

Major social class divisions in American society.

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Factors Influencing Consumer Behavior

Cultural and social factors impacting how consumers make decisions.

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Consumer Market

Individuals and households buying goods/services for personal use.

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Consumer Buyer Behavior

How final consumers buy goods & services for their own use.

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Model of Buyer Behavior

Illustrates the factors that influence consumer decisions from marketing stimuli to purchase decisions.

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Buying Decision Behavior Types

Different ways consumers make purchase decisions (e.g., complex, dissonance-reducing).

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Buyer Decision Process Stages

Steps involved in a consumer purchasing decision; e.g., problem recognition, information search.

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Adoption Process

Stages consumers go through when adopting a new product.

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Diffusion Process

How a new product spreads through a market.

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Social factors

Factors influencing consumer behavior related to groups, networks, and social interactions.

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Family

The most important consumer-buying organization in society.

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Occupation

A personal factor affecting consumer choices based on goods/services relevant to a job.

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Age and life-cycle

Personal factor that affects purchases influenced by life stages.

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Economic situation

Spending trends (personal income and savings) affecting consumer choices.

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Lifestyle

A person’s pattern of living as expressed in psychographics.

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Personality

Unique psychological characteristics distinguishing a person.

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Brand personality

The traits of a brand, seen as a combination of values in marketing.

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Motivation

A need that is strong enough to make someone act to satisfy it.

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Maslow's Hierarchy of Needs

A pyramid-shaped model that shows different levels of human needs, starting from basic survival needs and ending with self-actualization.

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Perception

The process of how people select, organize, and interpret information to understand the world around them.

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Selective Attention

When we only pay attention to specific information, often ignoring other information.

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Selective Distortion

When we tend to interpret information in a way that confirms our existing beliefs, even if it's not completely true.

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Selective Retention

When we remember information that reinforces our beliefs and forget information that contradicts them.

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Learning

The process of changing your behavior based on new experiences.

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Drives, Stimuli, Cues, Responses

Four key factors that influence learning: our built-in needs, something that triggers the need, an external signal, and our reaction.

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Alternative Evaluation

The stage where consumers use information to compare different brands in their choice set.

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Purchase Decision

The moment a consumer chooses which brand to buy, based on their evaluation.

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Postpurchase Behavior

The actions consumers take after buying a product, influenced by their satisfaction or dissatisfaction.

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Cognitive Dissonance

Discomfort a buyer experiences after a purchase due to uncertainties or doubts about their choice.

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Stages of Adoption Process

The steps in the adoption process: Awareness, Interest, Evaluation, Trial, Adoption.

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What happens after adoption?

After adopting a new product, consumers may become loyal users, continue using it, or discontinue using it depending on their experience.

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How does a product spread?

The diffusion process describes how a new product spreads through a market, reaching different groups over time.

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Belief

A descriptive thought someone has about something, based on knowledge, opinion, or faith.

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Attitude

A person's relatively consistent evaluations, feelings, and tendencies towards something, like a product or idea.

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Types of Buying Behavior

Different ways consumers make purchase decisions, influenced by factors like complexity, involvement, and risk.

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Complex Buying Behavior

When consumers are highly involved in a purchase, have significant differences between brands, and are willing to invest time and effort in making a good decision.

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Dissonance-Reducing Buying Behavior

When consumers are highly involved in a purchase but see little difference between brands. They might experience post-purchase anxiety about their choice.

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Habitual Buying Behavior

When consumers have low involvement in a purchase and see little difference between brands. They often buy out of habit.

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Variety-Seeking Buying Behavior

When consumers have low involvement in a purchase but are looking for variety and excitement. They might switch brands just to try something new.

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Need Recognition (Buyer Decision Process)

The first stage of the consumer decision process where the buyer realizes a problem or need to be solved. This can be triggered by internal or external stimuli.

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What is a business market?

The business market consists of organizations that buy goods and services to use in their own production processes, for resale, or for renting to others.

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How are business markets different from consumer markets?

Business markets are different from consumer markets because they have fewer but larger buyers, derived demand, inelastic demand, and fluctuating demand.

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Derived Demand

The demand for business products is derived from the demand for final consumer products.

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Inelastic Demand

The demand for a business product doesn't change much even if the price goes up.

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Fluctuating Demand

The demand for business products can vary greatly due to factors like economic conditions and consumer demand.

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What is the business buying process?

The process where business buyers determine what they need, find, evaluate, and choose among different suppliers for those goods.

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What are the major factors influencing business buyer behavior?

Factors influencing business buyer behavior include environmental, organizational, interpersonal, and individual factors.

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What are the steps in the business buying decision process?

The business buying decision process consists of need recognition, problem definition, product specification, supplier search, proposal solicitation, supplier selection, order routine specification, and performance evaluation.

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Who are the Users?

The people who will directly use the product or service.

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What do Influencers do?

They help define product specifications and provide information for analyzing different options.

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What's the role of the Buyers?

They have the authority to choose suppliers and negotiate purchase terms.

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What do Deciders do?

They have the power to approve or reject final suppliers.

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What are Gatekeepers?

They control the flow of information related to the purchase.

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Business vs. Consumer Purchases

Business purchases involve more decision-makers, professional effort, and buyer-seller interaction compared to consumer purchases.

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Economic Factors

These relate to financial considerations such as price, service costs, and the overall economic climate.

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Personal Factors

These are based on individual preferences, emotions, and values.

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Supplier Development

Building and maintaining strong relationships with suppliers to ensure a reliable supply of products or materials.

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Business Market

Organizations that buy goods and services for use in their operations, to resell, or to rent to others.

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Environmental Factors

External influences such as demand, technology, and political conditions.

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Organizational Factors

Internal factors like company goals, structure, and procedures.

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Business Buyer Behavior

The decision-making process businesses go through when buying goods and services.

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Interpersonal Factors

How individuals within the organization interact and influence each other.

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Straight Rebuy

Routine reordering of the same product or service without any changes.

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Modified Rebuy

Reordering a product or service with some modifications, like changing specifications, prices, or suppliers.

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New Task

Purchasing a product or service for the first time.

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Systems Selling

Offering a complete solution to a business problem, including products, services, and support.

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E-Procurement

Using electronic tools and systems for purchasing goods and services.

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Online Purchasing Advantages

Benefits of buying online include accessing new suppliers, lower costs, faster ordering, improved information sharing, enhanced sales, and better service.

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Online Purchasing Disadvantage

The main drawback is that relying on online platforms can weaken direct relationships with suppliers.

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Institutional Markets

Organizations like schools, hospitals, and prisons that provide goods and services to people in their care.

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Institutional Market Characteristics

These markets typically have limited budgets and serve a captive audience.

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Government Markets

Government agencies that purchase goods and services for public use.

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Government Market Decisions

Government buyers often favor domestic suppliers, require bids, and choose the lowest bidder.

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Non-Economic Factors in Government Markets

Government purchases may consider factors beyond price, such as supporting minority or distressed businesses.

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Problem Recognition

The initial step in the business buying process where a need or problem within a company is identified. This can be triggered by internal factors like a need for new equipment or external factors like seeing a new product at a trade show.

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General Need Description

A broad description of the desired characteristics and quantity of the product or service needed. It sets the stage for more detailed specifications.

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Product Specification

A detailed description of the technical requirements and standards for the product or service. This goes beyond the general need and focuses on precise features, functionalities, and technical details.

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Supplier Search

The process of identifying and evaluating potential suppliers who can meet the company's product or service requirements. This involves researching, contacting, and assessing different vendors.

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Proposal Solicitation

Requesting detailed proposals from shortlisted suppliers outlining how they can meet the company's needs, including pricing, delivery terms, and specifications.

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Supplier Selection

Evaluating proposals from suppliers and choosing the best one based on predefined criteria, negotiation, and contract agreements.

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Order Routine Specification

The final stage where the company places the order with the chosen supplier, including all the agreed-upon specifications, terms, and conditions of the purchase.

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Performance Review

Regularly evaluating the chosen supplier's performance against the order specifications and agreed-upon terms to ensure they meet the company's expectations.

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Study Notes

Chapter 5: Consumer Markets and Buyer Behavior

  • This chapter focuses on consumer markets and buyer behavior
  • Consumer buyer behavior is the buying behavior of final consumers—individuals and households that buy goods and services for personal consumption.
  • Consumer markets are comprised of all individuals and households that buy or acquire goods and services for personal consumption

Learning Objectives 1

  • Define the consumer market and construct a simple model of consumer buyer behavior
  • The model of consumer behavior is:
    • The environment: Marketing stimuli (product, price, place, promotion), Other (economic, technological, social, cultural).
    • Buyer's black box: Buyer's characteristics (buyer's decision process).
    • Buyer responses: Buying attitudes and preferences, Purchase behavior, Brand engagements and relationships.

Learning Objectives 2

  • Name the four major factors that influence consumer buyer behavior
  • Factors:
    • Cultural: Culture, subculture, social class
    • Social: Groups and social networks, family, roles and status
    • Personal: Age and life-cycle stage, occupation, economic situation, lifestyle, personality and self-concept
    • Psychological: Motivation, perception, learning, beliefs and attitudes

Learning Objectives 3

  • List and define the major types of buying decision behavior and the stages in the buyer decision process
  • Types of Buying Decision Behavior: Complex buying behavior, dissonance-reducing buying behavior, habitual buying behavior, variety-seeking buying behavior
    • High involvement vs. Low involvement, Significant differences between brands vs. Few differences between brands
  • The Buyer Decision Process:
    • Need recognition: the consumer recognizes a problem or need (internal/external stimuli)
    • Information search: the consumer is motivated to search for more information (personal, commercial, public, experiential sources)
    • Evaluation of alternatives: the consumer uses information to evaluate alternative brands
    • Purchase decision: the buyer makes the decision about which brand to purchase
    • Postpurchase behavior: consumers take further action after purchase, based on their satisfaction or dissatisfaction

Learning Objectives 4

  • Describe the adoption and diffusion process for new products
  • The adoption process:
    • Awareness, Interest, Evaluation, Trial, Adoption
  • Individual differences in innovativeness: Innovators, Early Adopters, Early Mainstream, Late Mainstream, Lagging Adopters
  • Influence of product characteristics on rate of adoption: Relative advantage, Compatibility, Complexity, Divisibility

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Related Documents

Principles of Marketing Chapter 5 PDF
Principles of Marketing Chapter 6 PDF

Description

This quiz explores Chapter 5 of consumer markets and buyer behavior. It covers key concepts such as buyer decision processes and the major factors influencing consumer behavior, including cultural elements. Test your understanding of the consumer market and the complexities of purchasing decisions.

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