Strategic Marketing: Planning and Control, Third Edition

Segmentation 77

Environment

Physical

Technological

Economic These influences are exerted throughsuppliers, customers, governments,

Political trade unions, etc.

Legal

Cultural

Organisational capabilities

The organisational climate – physical, technological, economic, cultural.

Organisational assets

Organisational structure – communication, authority, status, rewards and

work flow.

Buying technology – buying tasks.

Buying centre influences

Various roles in the buying centre – Users, buyers, influencers, deciders,

Gatekeepers.

Interpersonal interaction – Role expectation, behaviour, relationships.

Group processes – Leadership, tasks performed, structure.

Individual participant’s influences

Personal and organisational objectives

Personality of buyer

Perceived role set

Motivation

Cognition

Learning

Buying decisions

He identified the importance of four main factors that influence organ-
isational buyer behaviour:

1 The expectations of the members of the DMU.
2 The factors influencing the buying process.
3 The character of the decisions-making process.
4 Situational factors.

The model is constructed so that the flow of the actual decision-making
process can be illustrated (see Figure 4.20).

Figure 4.18

The Webster–Wind

framework (Source:

Adapted from

Webster and Wind,

1972)