Organizational Buying

1
Organizational Buying
2
(No Transcript)
3
Is CB BB?

• How do they differ?

4
The Buying Center

• initiator
• gatekeeper
• influencer
• decision maker
• buyer
• user

5
Categories of Org. Purchase

• straight rebuy
• modified rebuy
• new task

6
OB versus CB
7
Blurring Distinctions