SAMENVATTING STRATEGISCHE MARKETING II IBL Hanzehogeschool 2015-2016 Auteur: Tessa Kuipers
HOLLENSEN
Chapter 4
4.1 Introduction
- Non-for-profit organization: an organization that attempts to achieve an objective other than profit – for
example, relief of famine (hongersnood), animal rights or public service.
- Different types of customers, depending whether they are active in the B2B or B2C markets (figure 4.1)
- Reference group: a group of people that influences an individual’s attitude or behavior.
- DMU (Decision Making Unit) or Buying Centre, consists of the following roles:
1. Initiator (initiates the search for a solution to the customer’s problem)
2. Influencer (the buying-centre role played by organizational members (or outsiders) who affect the purchase
decision by supplying advice or information)
3. Decider (the buying-centre role played by the organizational member who makes the actual purchasing
decision)
4. The purchaser
5. The user
6. The gatekeeper (this is the person or people within the organization who can control the flow of information
to other members of the buying centre.
- By definition, organisational customers can be grouped into three main categories:
1 goods and services producers (raw materials, components, software, office supplies)
2 intermediates (resellers)
3 public organisations/government
4.2 Consumer B2C decision making
- Consumer behavior may be described using the SPR
model – a relationship between a stimulus of some
kind, such as a new product, the way information
about the innovation is processed by the consumer
and the response the consumer makes having
evaluated the alternatives (figure 4.3)
- Generally speaking, a great deal of interest is focused
on responses that involve buying, or the disposition to
buy. The decision-making processes consumers use
when making purchases will vary. The decision
processes involved in purchasing high- and low-
involvement products are quite different.
- Consumer involvement is frequently measured by
the degree of importance the product has to the
buyer. The most important factors are:
- Perceived importance of the product
- Perceived risk associated with its use (the
consumer’s perception that a product may not do
what it is expected to do)
The consumer buying process: (figure 4.5)
1. Problem identification
2. Information search (through: personal sources, commercial sources or public sources)
3. Evaluation of alternatives (concerning cost attributes, performance “, social “ and availability “)
4. The purchase decision
5. The post-purchase evaluation
- Cognitive dissonance: buyer discomfort
HOLLENSEN
Chapter 4
4.1 Introduction
- Non-for-profit organization: an organization that attempts to achieve an objective other than profit – for
example, relief of famine (hongersnood), animal rights or public service.
- Different types of customers, depending whether they are active in the B2B or B2C markets (figure 4.1)
- Reference group: a group of people that influences an individual’s attitude or behavior.
- DMU (Decision Making Unit) or Buying Centre, consists of the following roles:
1. Initiator (initiates the search for a solution to the customer’s problem)
2. Influencer (the buying-centre role played by organizational members (or outsiders) who affect the purchase
decision by supplying advice or information)
3. Decider (the buying-centre role played by the organizational member who makes the actual purchasing
decision)
4. The purchaser
5. The user
6. The gatekeeper (this is the person or people within the organization who can control the flow of information
to other members of the buying centre.
- By definition, organisational customers can be grouped into three main categories:
1 goods and services producers (raw materials, components, software, office supplies)
2 intermediates (resellers)
3 public organisations/government
4.2 Consumer B2C decision making
- Consumer behavior may be described using the SPR
model – a relationship between a stimulus of some
kind, such as a new product, the way information
about the innovation is processed by the consumer
and the response the consumer makes having
evaluated the alternatives (figure 4.3)
- Generally speaking, a great deal of interest is focused
on responses that involve buying, or the disposition to
buy. The decision-making processes consumers use
when making purchases will vary. The decision
processes involved in purchasing high- and low-
involvement products are quite different.
- Consumer involvement is frequently measured by
the degree of importance the product has to the
buyer. The most important factors are:
- Perceived importance of the product
- Perceived risk associated with its use (the
consumer’s perception that a product may not do
what it is expected to do)
The consumer buying process: (figure 4.5)
1. Problem identification
2. Information search (through: personal sources, commercial sources or public sources)
3. Evaluation of alternatives (concerning cost attributes, performance “, social “ and availability “)
4. The purchase decision
5. The post-purchase evaluation
- Cognitive dissonance: buyer discomfort
