92 CHAPTER 4 UNDERSTANDINGBUYERBEHAVIOR
Starting asuccessfule-business takes greatidea.Runningone,however, takesorderprocessing,
inventorypfocurement,warehousingandtimelyfulfillment, EnterUPS.We'llhelpyoucopewit h
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MOVINGattheSPEEDofBUSINESS;
AD4.2 Thisadi llustratesorganization')ehavior decisio n criteria.
Fivecharacteristi cs marktheorganizationalbuying process:
- In organizations, manyindividualsareinvolvedin makingbuying deci sions,
- Theorganizationalbuyer i s motivatedby both rajonaland quantitativecrit eria
dominantin organizationaldecisions;the decisionmakers arepeople,sub-
ject tomanyofthesame emotional criteriausedinpersonalpurchases.
