CHAPTER 19
ORGANIZATIONAL BUYER BEHAVIOR
1 ORGANIZATIONAL PURCHASE PROCESS
1.1 Decision-Making Unit
1.2 Purchase Situation
1.2.1 Straight Rebuy
1.2.3 New Task
1.3 Steps in the Organizational Decision Process
1.3.1 Problem Recognition
1.3.3 Evaluation and Selection
1.3.4 Purchase and Decision Implementation
1.4 The Role of the Internet and Mobile in the Organizational Decision Process
2 ORGANIZATIONAL CULTURE
3 EXTERNAL FACTORS INFLUENCING ORGANIZATIONAL CULTURE
3.1 Firmographics
3.1.1 Size
3.1.4 Industry Category
3.2 Culture/Government
3.3 Reference Groups
4 INTERNAL FACTORS INFLUENCING ORGANIZATIONAL CULTURE
4.1 Organizational Values
4.4 Motives and Emotions
5 ORGANIZATIONAL BUYER SEGMENTS AND MARKETING STRATEGY