Arabic Text
Arabic Text
Arabic Text
behavior?
} What major psychological processes influence consumer
responses to the marketing program?
} How do consumers make purchasing decisions?
} In what ways do consumers stray from a deliberative,
rational decision process?
} What is the business market, and how does it differ from
the consumer market?
} What buying situations do organizational buyers face?
} Who participates in the B2B buying process?
} How do business buyers make their decisions?
} How can companies build strong relationships with
business customers?
} How do institutional buyers and government agencies
do their buying?
The decision-making process by which formal organizations
establish the need for purchased products and services and
identify, evaluate, and choose among alternative brands and
suppliers.
-- F. Webster Jr and Y. Wind
Transportation &
Distribution
Agriculture Construction
Forestry
Manufacturing
Communications
Banking & Finance
} Similarities to Consumer Markets
Fewer, Larger
Buyers
Professional
Buyers
Multiple Personal
Sales Calls Relationships
} Dissimilarities from Consumer Markets - Progress
Derived Demand
Inelastic Demand
Demand
• Derived
• Inelastic
• Fluctuating
Fluctuating Demand
} Straight rebuy is a routine purchase decision such as reorder
without any modification
} Modified rebuy is a purchase decision that requires some
research where the buyer wants to modify the product
specification, price, terms, or suppliers
} New task is a purchase decision that requires thorough
research such as a new product
ntractor
r ime Co
P
trac tors
ie r C on
cond -t
S e
Initiator/ Influencer Decider
Users
Gatekeeper Approver
Buyers
Buyclasses
Modified Straight
New Task
Rebuy Rebuy
1. Problem Recognition Yes Maybe No
2. General need description Yes Maybe No
3. Product specification Yes Yes Yes
Buyphases
Supply of
Technology Culture
Materials
Politics Competition
} Major Influences on Business Buyers - Individual
Attitude
toward risk
Vertical Coordination Online social media
One-to-one Marketing
Cooperative systems
Collaborative
Customer is king
Contractual transaction
Mutually adaptive