Industrial Marketing and International Business - NTNU

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Vidar Melstveit's picture

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Give an example of environmental influence on organizational buying behavior

Geographic influence; this defines the availability of a good or service

Give an example of environmental influence on organizational buying behavior

Implicit or cultural forces

Give an example of organizational influence on organizational buying behavior (Webster & Wind)

Shapes individual behaviour: an example is the extent of programming needed to implement the "new software product"

How can social aspects influence industrial purchase decisions?

Webster and Wind emphasise that B2B buying processes are complex; they include a lot of people within an organization. When purchasing power is shared by several people, it is natural that interpersonal relationships have influence.

How can we measure value? (Anderson & Narus)

Hard to measure, but great suppliers are able to break all valuable aspects down into monetary terms --process called "customer value models"

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