marketing - Industrial Engineering

Evaluation of Alternatives 169
Purchase Decision 172
Postpurchase Behavior 173
Other Theories of Consumer Decision Making 174
Level of Consumer Involvement 174
Decision Heuristics and Biases 175
MARKETING INSIGHT How Consumers Really Make
Decisions 176
MARKETING MEMO Decision Traps 177
Mental Accounting 177
Profiling the Customer Buying-Decision Process
Summary 178
Applications 179
178
Chapter 7 Analyzing Business Markets 181
What Is Organizational Buying? 182
The Business Market versus the Consumer Market 182
MARKETING INSIGHT Big Sales to Small Business 184
Buying Situations 185
Systems Buying and Selling 186
MARKETING MEMO Maximizing Customer References
187
Participants in the Business Buying Process 188
The Buying Center 188
Buying Center Influences 188
Buying Center Targeting 190
The Purchasing/Procurement Process 191
Purchasing Department Perceptions 191
Purchasing Organization and Administration 192
Stages in the Buying 'Process 192
Problem Recognition 193
General Need Description and Product Specification 193
Supplier Search 193
Proposal Solicitation 194
Supplier Selection 194
MARKETING MEMO Developing Compelling Customer Value
Propositions 196
Order-Routine Specification 197
Performance Review 198
Managing Business-to-Business Customer Relationships 198
The Benefits of Vertical Coordination 198
BREAKTHROUGH MARKETING General Electric 199