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论文作者:留学生论文论文属性:考试题 Examination登出时间:2010-08-14编辑:vshellyn点击率:2848
论文字数:2002论文编号:org201008142258223037语种:英语 English地区:中国价格:$ 22
Economical test assignment
1. List and describe the three decision-making dimensions that describe the purchasing strategies of an organizational buyer. These dimensions form the basis of a buyclass theory of purchasing.
Just as individual consumers, before making decision organizational buyers will also through several stages in the process, and the difference is that the organizational buying is more formalized, professional, and systematic.
2. What specific roles are played within the buying center of an organization or a household when a collective purchase decision must be made? Explain and describe each of these five roles.
Initiator: The person who brings up the idea or identifies a need, sometimes involving authority or higher authorities. The initiator identity the methods of needs, such as protest, demand, cost-saving proposal to resolve the problem, investment opportunities, etc, that can affect many aspect of the process and specific requirements.
Gatekeeper: The person who conducts the information search and controls the flow of information available vendors and products for the rest of the group to consider. Meanwhile, the gatekeeper is mainly to control some of the information not be exposed. It can be a high-level, middle, or even junior manager, which depending on their terms of reference. For example, in a company the gatekeeper can be the procurement staff, but sometimes the chief executive officer will do the job.
Influencer: The person who tries to sway the outcome of the decision. Some people may be more motivated than others to get involved, and participants also differ in terms of the amount of power they have to convince others of their choice. In organizations, engineers are often influencers for product information, whereas purchasing agents play a similar role when the group evaluates the vendors that supply these items.
Buyer: The person who actually makes the purchase. The buyer may or may not actually use the product. This person may pay for the item; actually procure it, or both. Buyers can help to develop product specifications, and also make recommendations on the relationship, such as the reliability of the supplier, reputation, and competitive. In a complex buying process, buyers may also be included in senior managers.
User: The person who winds up using the product or service. In many occasions, the user first offers the recommendations to buy the products, and assists in determining the specifications of the products.
3. Characterize the straight rebuy, the modified rebuy, and the new task decision in organizational purchasing. Provide an example of each.
4. Define consumer socialization and discuss sources of influence on children.
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