BUS-101 Lecture 11: Chapter 11
Document Summary
The most important function of marketing is to satisfy customers. Extended problem solving: high level of risk and is one that the consumer is willing to invest both time and effort. Limited problem solving: consumers are similar with the product but prefer to compare brands and stores before making a purchase. Routine response behavior: consumers frequently purchase products without giving much thought to either the product or the purchase situation. The buying center is composed of individuals carrying out common roles in a business buying situation who form an informal group. From the salesperson"s point of view, the buying center may be hard to identify and understand due to the group does not exist on an organizational chart, the group members can be transient, the group is informal. In uencer: anyone inside or outside the business that can exert in uence on any one of the buying center members.
