Buyer Behavior
Running Head: BUYER BEHAVIOR
Buyer Behavior
Your Name
Strayer University
Health Services Strategic Marketing
January XX, 20XX
Dr. Your Professor
There are many external and internal factors that influence consumer decision making. The consumer decision-making process is described as a “six stage model of the decision-making process that includes problem recognition, internal search, external search, alternative evaluation, purchase, and post-purchase evaluation” (Berkowitz, 2006, p 393). The uses of technology and information resources to research issues in health care marketing have been and continue to be beneficial. The most important purpose of marketing is to have items or services purchased that are presented for sale. An important part of the marketing process is considering buyer behavior. It is imperative for the item or services that are to be marketed, is presented in such a way that is beneficial to the buyer thus appealing to the buyer to buy the item that is placed for sale or purchasing the needed services.
Describe which of the three alternative decision-making sequences is being used in each of the following situations. Explain your choice.
The 25 year old, healthy worker who sees the same physician for minor medical needs. The 25 year old healthy worker who sees the same physician for minor medical needs uses the routine decision-making sequence. Routine decision-making is defined as “a situation requiring repetitive purchasing” (Berkowitz, 2006, p 402). The 25 year old worker is a healthy being that is only experiencing minor medical needs. This selection did not necessitate a great deal of research and/or thought processes. “Routine decision-making can involve both high and low involvement” (Berkowitz, 2006, p 108). Seeing the same physicians is a case of high involvement. There is sense of loyalty that has been developed termed “brand loyalty, in which the
Buyer Behavior
Your Name
Strayer University
Health Services Strategic Marketing
January XX, 20XX
Dr. Your Professor
There are many external and internal factors that influence consumer decision making. The consumer decision-making process is described as a “six stage model of the decision-making process that includes problem recognition, internal search, external search, alternative evaluation, purchase, and post-purchase evaluation” (Berkowitz, 2006, p 393). The uses of technology and information resources to research issues in health care marketing have been and continue to be beneficial. The most important purpose of marketing is to have items or services purchased that are presented for sale. An important part of the marketing process is considering buyer behavior. It is imperative for the item or services that are to be marketed, is presented in such a way that is beneficial to the buyer thus appealing to the buyer to buy the item that is placed for sale or purchasing the needed services.
Describe which of the three alternative decision-making sequences is being used in each of the following situations. Explain your choice.
The 25 year old, healthy worker who sees the same physician for minor medical needs. The 25 year old healthy worker who sees the same physician for minor medical needs uses the routine decision-making sequence. Routine decision-making is defined as “a situation requiring repetitive purchasing” (Berkowitz, 2006, p 402). The 25 year old worker is a healthy being that is only experiencing minor medical needs. This selection did not necessitate a great deal of research and/or thought processes. “Routine decision-making can involve both high and low involvement” (Berkowitz, 2006, p 108). Seeing the same physicians is a case of high involvement. There is sense of loyalty that has been developed termed “brand loyalty, in which the
References: Berkowitz, E. N. (2006). Essentials of health care marketing (2nd ed.). (pp. 108-109, 393, 399, 402). Sudbury, MA: Jones and Bartlett. Kozier, B., Erb, G., Berman, A., Synder, S. (2004). Fundamentals of Nursing: Concepts, Process, and Practice (7th ed.). (pp. 197). Upper Saddle River, NJ: Pearson Education, Inc.