TAILIEUCHUNG - Lecture Business marketing: Connecting strategy, relationships, and learning (4/e): Chapter 4 - Dwyer, Tanner

Chapter 4 - Organizational buyer behavior. In this chapter, students will be able to understand: Selling business to business successfully, buying determinants theory, buying center roles, dimensions of buying centers, time fragmentation influences seller’s marketing efforts, overcoming risk, | 4- Copyright ©The McGraw-Hill Companies, Inc. Permission required for reproduction or display 4- Chapter 4 Organizational Buyer Behavior McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 4- SELLING BUSINESS TO BUSINESS SUCCESSFULLY. UNDERSTANDING WHAT MAKES BUYERS BUY THE THEORIES OF BUYER MOTIVATION BUYING DETERMINATES THEORY THINK: WHAT FACTORS AFFECT THE BUYER? ROLE THEORY THINK: WHAT ROLE IS A BUYER PLAYING? BEHAVIOR CHOICE THEORY THINK: WHAT STEPS WILL A BUYER TAKE? McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 4- BUYING DETERMINANTS THEORY Individual factors Organizational factors Market factors Environmental factors Exhibit 4-1 McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 4- BUYING CENTER ROLES PERSON Secretary Vice President Office Manager Secretary & Office Manager

• Marketing - Bán hàng
• Organizational buyer behavior
• Business marketing
• Lecture Business marketing
• Business markets
• Buyer motivation
• Buying center roles