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Chapter 6 - Coggle Diagram
Chapter 6
Business Buyer Behavior
Marketing Stimuli
Technological
Cultural
Economic
Political
Competitive
Buyer Responses to Marketing Stimuli: Marketers must understand + purchase responses
Marketing Stimuli: 4Ps' : Product, price, promotion, place,...
Major Types of Buying Situations
Modified rebuy purchase decision+ product specification, price, terms, or suppliers.
New task: purchase decision + research such as a new product
Straight rebuy: routine purchase decision +modification.
Business Markets
Marketing Stimuli
Technological
Cultural
Economic
Political
Competitive
Participants in the Business Buying Process
Buyers: the supplier , arrange terms of purchase
Deciders: formal or informal final suppliers
Influencers: specifications, provide information, evaluating alternatives.
Gatekeepers: control the flow of information
Users: the product or service
Institutional and Government Markets
Government markets: favor domestic suppliers + require suppliers
Institutional markets: consist of hospitals+ nursing homes, and prisons