Samarkand iktisodiyot va servis instituti

Organizational buying decisions and participants

Organizations purchase different kinds of goods and services for different purposes than consumers do. The crucial question from a marketer's viewpoint is whether organizations make their purchase decisions in different ways. What members of the organization are involved in making purchase decisions? Are the stages in the organizational buyer's decision-making process similar to those that consumers go through? How do the activities of the two types of buyers differ at each stage? Are organizational buyers influenced by environmental variables in the same ways as consumers?

Who makes organizational purchasing decisions?

Organizational purchasing often involves people from various departments. These participants in the buying process can be grouped as users, influencers, gatekeepers, buyers, and deciders.

Market opportunity analysis

The organizational buying center

For routine purchases with a small dollar value, a single buyer or purchasing manager may make the purchase decision. For many organizational purchases, though, several people from different departments participate in the decision process. The individuals in this group, called a buying center, share knowledge and information relevant to the purchase of a particular product or service.
A buyer or purchasing manager is almost always a member of the buying center. The inclusion of people from other functional areas, however depends on what is being purchased. When the purchase is a major new installation, the high dollar value of the purchase usually dictates that the firm's chief executive and its top financial officer actively participate in the final decision. For purchases of key fabricating parts for the manufacture of the final product, engineering, production, and quality control people are likely to be added. For accessory equipment, such as new office equipment, an experienced user of the equipment (say, a secretary or office manager) might participate in the decision.
For an example of the roles played by the various individuals involved in the purchase or upgrading of a telecommunications system. Note the addition of the initiator's role in the list of people involved in the buying situation, the composition of the buying center often varies by market segment.

Key words

definition определение таърифи
formulate формулировать шакллантириш
scarce resources редкие (ограниченные) ресурсы кам, ресурслар
commodity товар махсулот
distribute распределять таркатиш
business executive управляющий директор, топ менеджер-бошкарувчи
causes and consequences причины и следствия сабаб ва натижа
inflationary инфляционный инфляциялик
rational рациональный, разумный окилона
run (a business) управлять, руководить бошкармок
production and consumption производство и потребление ишлаб чикариш ва истеъмол