Chapter 19

1
Chapter 19 Learning Objectives

• understand the 6 purchase situations for
  organizations
• identify the roles within a buying center
• understand the organizations steps used in a
  purchase decision

2
Purchase Situations

• casual
• routine low-priority
• simple modified rebuy
• judgmental new task
• complex modified rebuy
• strategic new task

3
Roles within a Buying Center

• user
• buyer
• analyzer
• influencer
• gatekeepers
• deciders

4
Organizational Purchase Decisions

• problem recognition
• information search
• evaluation selection
• purchase decision implementation
• usage postpurchase evaluation