Chapter 5
Chapter 5
◼ Straight rebuy
Reordering without modification
◼ Modified rebuy
Requires modification to prior purchase
◼ New task
First-time purchase
Major Types of Buying
Situations
Modified Rebuy
Making
Straight Rebuy
T23
Users
Initiators Influencers
Gatekeepers
Buyers Deciders
Approvers
Discussion Question
What are the
advantages and
disadvantages of
buying from
single suppliers
versus multiple
suppliers?
Major Influences on Business
Buyers
Major Influences on Business
Buyers
Key Factors
◼ Economic trends
Environmental ◼ Supply conditions
◼ Technological,
Organizational
political and
Interpersonal competitive changes
Individual ◼ Culture and customs
Major Influences on Business
Buyers
Key Factors
◼ Objectives
Environmental ◼ Policies
◼ Procedures
Organizational
◼ Organizational
Interpersonal structure
Individual ◼ Systems
Major Influences on Business
Buyers
Key Factors
◼ Influence of
Environmental members in the
buying center
Organizational
Authority
Interpersonal Status
Individual Empathy
Persuasiveness
Major Influences on Business
Buyers
Government Markets