MKTG 313 Lecture 8: MKTG 313 quiz class 8
MKTG 313 quiz class 8
Buying Center
A cross-functional team of decision makers who often represent several
departments, each team member is likely to have some expertise needed in a
particular purchase decision
3 types of business-to-business buying
1-New-Task Buy
2-Straight Rebuy
3-Modified Rebuy
3 types of consumer buying
1-Habitual Decisions
2-Variety-Seeking Decisions (low customer involvement, but important perceived
brand differences)
3-Complex Decisions (high consumer involvement)
Maslow's Hierarchy of Needs
1-Physiological
2-Security
3-Social
4-Esteem
5-Self-Actualization
4 Group Influences Affecting Buying
1-Role
2-Reference Groups
3-Social Class
4-Culture/Subculture
Emotional vs. Rational Buying Motives
Buying something based on sentiment or passion vs. buying something based on
reason (profit potential, quality, etc.)
Patronage vs. Product Buying Motives
Buying products from a particular business vs. buying something in preference to
another
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