Decision Processes<br />Alyssa Holt, Team Spark<br />Managerial Marketing<br />February 20, 2011<br />
Buying SituationsParticipants in a Buying CenterPhases of Decision Making<br />
Straight Rebuy<br />Modified Rebuy<br />New Task<br />
Straight Rebuy<br />Modified Rebuy<br />New Task<br />
Purchase Xerox<br />scan-to-email machines <br />to replace all <br />photocopiers.<br />Straight Rebuy<br />Modified Rebu...
Initiators<br />Users<br />
Initiators<br />Users<br />Influencers<br />
Initiators<br />Users<br />Influencers<br />Approvers<br />Deciders<br />
Initiators<br />Users<br />Influencers<br />Gatekeepers<br />Buyers<br />Approvers<br />Deciders<br />
Initiators<br />Users<br />Influencers<br />Gatekeepers<br />Buyers<br />Approvers<br />Deciders<br />
Head north.<br />
So What?<br />
Thank You.<br />
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Decision Processes (Ignite)


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  • Organizationbuying is the formal process for getting products and services into the organization.This involves everything from pens and pencils, to big office equipment like video conferencing and security systems.
  • Three parts of the buying process.
  • Straight Rebuy
  • Modified Rebuy
  • New Task
  • The Buying Center
  • Indicators/Users
  • Influencers
  • Deciders and approvers
  • Buyers/Gatekeepers
  • Gatekeepers/Intro to phases
  • PROBLEM RECOGNITION: Problem Recognition occurs when an individual identifies a need or an issue that can be resolved through the acquisition of a product or service
  • General Need Description The General Need Description answers the question “what are the basic requirements of the needed item? Typically identified by a company at large.Can Includes general characteristics and quantity needed
  • Product Specification: Product specification provides more detailed specifications or more technical specifications for the product.Typically identified by the buying center or decision making unit
  • Supplier SearchThe Supplier Search - true to it’s namesake, this phase occurs when the buying center assesses options for the best product or service vendorsProposal solicitationOnce qualified vendors/supplier are identified, they are asked to submit proposals. This is the Proposal Solicitation phase and results in the selection of a supplier.
  • SupplierSelectionOrder-routine specificationThe Order Routine Specification is the final order written by the buyerIncludes all the technical specifications of the product or service being purchased (delivery time-frame, quantity, return policy)
  • Performance reviewThe Performance Review is conducted after purchasing to assess satisfaction with sellers/suppliersPart of a feedback loop, can result in changes to buyer-supplier relationship, modifications or termination of the relationship.
  • Sellers to meet companies wherever they are in the buying processDemonstrate value add to their current purchasingAffect behavior change.
  • All photos are my own with the exception ofScreenbeanclip art and:Snow WhiteGreenWorksOffice Space StaplerGarminAmerican IdolEllenAccent FlagConfused Figure with ArrowPeople Standing GreenDisney Game TheoryQuestion MarkDecision MakingYes NoReferences: Kotler, P. &amp; Keller, K. (2006). Marketing Management, 12th edition. New Jersey: Prentice Hall.
  • Decision Processes (Ignite)

    1. 1. Decision Processes<br />Alyssa Holt, Team Spark<br />Managerial Marketing<br />February 20, 2011<br />
    2. 2.
    3. 3. Buying SituationsParticipants in a Buying CenterPhases of Decision Making<br />
    4. 4. Straight Rebuy<br />Modified Rebuy<br />New Task<br />
    5. 5. Straight Rebuy<br />Modified Rebuy<br />New Task<br />
    6. 6. Purchase Xerox<br />scan-to-email machines <br />to replace all <br />photocopiers.<br />Straight Rebuy<br />Modified Rebuy<br />New Task<br />Purchase <br /> security <br />system for new building!<br />
    7. 7.
    8. 8. Initiators<br />Users<br />
    9. 9. Initiators<br />Users<br />Influencers<br />
    10. 10. Initiators<br />Users<br />Influencers<br />Approvers<br />Deciders<br />
    11. 11. Initiators<br />Users<br />Influencers<br />Gatekeepers<br />Buyers<br />Approvers<br />Deciders<br />
    12. 12. Initiators<br />Users<br />Influencers<br />Gatekeepers<br />Buyers<br />Approvers<br />Deciders<br />
    13. 13.
    14. 14. Head north.<br />
    15. 15.
    16. 16.
    17. 17.
    18. 18.
    19. 19. So What?<br />
    20. 20. Thank You.<br />