BUAD301 Study Guide - Midterm Guide: Service Mark, Decision Support System, Focus Group
6 Sep 2016
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Chapter 6: business and organizational customers and their buying behavior. Buad301 exam #2 study guide: characteristics of how organizational customers are different, including multiple buying influence in a buying center, different types of organizational customers a. i. Nonprofit organizations: business and organizational markets have different buying needs b. i. Fewer but larger customers but on average more money spent b. iii. Multiple buying influence: recent surveys show that buyers are more motivated to receive and open emails from marketers who offer fresh insight and ideas, see question 1, characteristics of the buying process, step 1: defining the problem a. i. Problem recognition-the problem should be narrowed down to a more specific need a. ii. Specifying the product- smaller organizations may move quickly through this step while larger firms may with formal procedures spend more time describing the exact product a. iii. 1. Iso9000: a way for a supplier to document its quality procedures according to internationally recognized standards: step 2: buying process b. i.
