MKTG 333 Lecture Notes - Lecture 2: Companies House
Document Summary
Gatekeepers: individuals who control the flow of knowledge. Buyers: individuals who source suppliers and negotiate terms. Deciders: people who make final decisions to buy. Users: people who will use the products which have been purchased. Straight re-buy: buying same product in same quantities from same suppliers. Modified re-buy: the buyer re-evaluates buying patterns (i. e. , looks for better alternative) New task: a complex decision process the buyer faces technical complexities of the product, complex evaluation of alternatives, negotiation with new supplier. Assess the production capacity of the supplier, warehouse stocks of the product, reputation in the industry. Buyers are subject to many pressures, including emotional, organizational, political, and internal influences. The decision-making unit (dmu) or buying center makes the buying decision. Buying organizations are most likely to be swayed by past experience with the vendor. Government markets are large, and almost always use a tendering system. Buyers can be divided into oems, users, and aftermarketers.
