REPLY

A minimum of 100 words each question and References Response #1 – 6) KEEP RESPONSE WITH ANSWER

Make sure the Responses includes the Following: (a) an understanding of the weekly content as supported by a scholarly resource, (b) the provision of a probing question. (c) stay on topic

1. An organizational buyer are those in charge of purchasing items that are used for their own use or resold to other businesses. There are three different markets of organizational buyers that set them apart from ultimate consumers. The first market is the industrial market that preprocess their product or service then resell it to other buyers (Kerin & Hartley, 2015). The basic characteristic of industrial markets is taking something and transforming it before selling it again. An example of this type of market is the fabric purchased for the production of clothing in apparel stores. The next market is the reseller market which partly is the same as the industrial entities. The reseller markets buy products and resell them without transforming anything of the product. An example of a reseller market is “retail stores purchase goods from the manufacturer at the base price, called the wholesale price, and sell the items at a higher amount, called the retail price, for a profit. Retailers provide the face” The last organizational buyer market is the government market which buys goods and services for who they serve on a private sector. An example of this type of government is when governments buy aircrafts and fighter jets for their military purposes.

2. A major portion of goods and services purchased is done through organizational buyers as compared to individual buying (USC, n.d.). Organizational buyers usually consist of a team of people through a request to an approval process. Organizational buyers are broken up into three different markets called industrial, reseller and government (Kerin & Hartley, 2016). Industrial markets or aka business markets buy a product or services and reprocesses it prior to selling it to someone else (Kerin & Hartley, 2016). An good example of this would be clothing designers that purchase fabric and then produce a garment to which they sell. In the reseller or wholesalers market, they purchase products and sell them without reprocessing the products for profit (Kerin & Hartley, 2016). An example of a company that fits this profile is Sam's club. They purchase products in bulk and then sell it to the consumer. The government market is made up of the federal, state, and local agencies which "buy goods and services for the constituents they serve (Kerin & Hartley, 2016, pg. 117)". A good example of this would be when a U.S. Navy carrier purchases all the food they need for the sailors on the ship.

3. the three organizational markets are producers, resellers and institutions. These markets purchase and produce product that's not just on a personal level. These markets have a larger production but not as many buyers. Their focus is on solely making their corporation larger with investments for the long run."These markets are characterized by having fewer buyers, but larger purchase volumes, than consumer markets do. Their marketing is focused on corporate goals, return on investment and technical suitability, rather than the styles, fads and perceived values found in consumer markets. The main organizational market types are producers, resellers and institutions." (Markgraf, 2017). Producers- long term relationship and they buy raw materials and machinery to start production. Some of these materials are bought from other producers and some from resellers. Resellers- Use wholesalers and retailers to moveand sell products. The resellers can offer high quality material and machinery for a low price. Consumers likes a deal so this keeps products moving. Instituions- They include government and non-profits. Marketing in this area is highly recommended. "Where the idea of value in the other two market segments tends toward the economic, value for these institutions exists more in terms of benefits rather than economics. Marketers must structure proposals keeping this in mind." (Markgraf, 2017).

4. The purchase decision process is a process that buyers must examine in order for them to make a purchase of products or services that are the most beneficial on their end. There are five stages to this decision process that investigates a consumer’s experience. Those five stages are problem recognition, information search, alternative evaluation, purchase decision and postpurchase behavior. Problem recognition process perceives a need, information search is the process of seeking value, alternative evaluation assesses value, purchase decision regards buying value, and postpurchase behavior is the act of realizing value in the product or service purchased (Kerin & Hartley, 2015). Depending on the involvement of an organization’s decision making process demonstrates the stages taking in purchasing items. Using this information to my advantage would help me engage myself with one of the three characteristics of high involvement when purchasing “The item to be purchased (1) is expensive, (2) can have serious personal consequences, or (3) could reflect on one’s social image” (Kerin & Hartley, 2015, p. 91-92). This will allow me to conduct thorough searches for information of other products and consider the attributes of other brands.

5. The five stages of the consumer buying process are: Problem recognition - The decision-making process starts with some sort of problem or need on the part of the consumer. The consumer feel like something is missing and needs to address it to get back to feeling normal (Flekel, A., 2013). Information search – During the information search phase, consumer’s research for products or services that answer their needs or wants. Search Engines such as Google have become our primary research tools (Flekel, A., 2013). Alternative evaluation - Once the consumer has determined what will satisfy their want or need they will begin to begin to seek out the best deal. This could based on price, quality, or other factors on their priority list. Consumers may read many reviews and compare prices, until ultimately choosing the one that meets most of their needs (Flekel, A., 2013). Purchase decision - After prioritizing and weighing all their needs the consumers must now decide on what they will purchase and where. They should have already considered all risks and are sure that the product that they have decided upon will fulfil their needs (Flekel, A., 2013). Post purchase behavior - Once the consumer has made the purchase he will need to decide if it satisfies their need and meets their expectations. Manufactures are looking for more than one time buyers their goal to create repeat customers. One bad experience can drive a customer away forever and with the advent of social media, the word is bound to get around as to their poor experience. Conversely, if an organization produces quality products the chances of repeat customers raises greatly and with that increased profits (Flekel, A., 2013).

6. The purchase decision process is the stages that buyers pass through while making choices about which product and service to buy (Kerin & Hartley, 2016). As a marketer, these steps will allow me to understand the consumer’s buying process and ensure that the product or service I’m selling is presented properly to the consumer. These five steps include: Problem Recognition: This is when the consumer perceives a need. The text gives an example as easy as opening the refrigerator and noticing an empty carton of milk, noting that you need to get more milk. Information Search: The second step is when the consumer begins to search for information through internal searches (such as previous experiences with brands or products) or external searches, when past experience or knowledge is insufficient (Kerin & Hartley, 2016). An individual can gather information from friends and relatives, consumer programs, and marketer-dominated sources such as advertising, websites and salespeople (Kerin & Hartley, 2016). Alternative Evaluation: The third step is assessing the value of the product or service. This step is when the consumer will evaluate their options for products such as the brand and compare the different features of each brand’s product.Purchase Decision: The fourth step is between two choices; from whom you want to buy and when to buy (Kerin & Hartley, 2016). Postpurchase Behavior: The final step is how satisfied or dissatisfied you are with the product that you purchased. This is when you realize the value of the product; did the salesperson oversell the product leaving you unsatisfied? Or did the product match up to the salesperson’s selling points?