chapter 4 Chapter 4 objectives

Understand the process of consumer and industrial decision-making.

Recognize the internal and external factors that influence consumer decision- making.

Identify alternative strategies to affect consumer decision-making.

Appreciate the different nature of organizational buying and its implication for marketing strategy

1. For this discussion, think back about your own decision making within the healthcare system and remember how you made a specific decision. What factors influenced the decision? Describe how you made the decision and then relate it to the concepts and processes described within Chapter 4. Use the terminology in the text to categorize and describe the decision. Would you describe the outcome as positve or negative (post puchase evaluation?) How did you feel about the decision? What were the positive impacts or negative impacts?

You do not need to mention names directly (just use descriptors like, "the dentist or the dental hygienist",) instead of the actual name or practice site.

As an example, what if you responded to a healthcare advertisement only to find out that you were not eligible or that the promotion was not real... how did you feel, what inconvenience did you experience as a result? How would you describe the process using descriptors in chapter 4?

Your grade will depend on the thoroughness of your description of your process as well as how well you related the expereince to the material presented in Chapter 4. In addition, for full credit, you must provide meaningful comments to three classmates.