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The document discusses business-to-business (B2B) marketing and purchasing. It addresses who is involved in the B2B buying process, the different types of B2B purchasing situations, and factors that influence business purchasing decisions. Specifically, it notes that B2B purchasing often involves multiple buyers and sales calls, long-term relationships between buyers and sellers, and different purchasing situations from routine reorders to new, complex tasks. Both environmental and individual factors shape how business buyers evaluate options and make purchasing decisions. The goal is to understand customers' needs and build strong, collaborative relationships over time.

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Muhammad Areeb
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77 views19 pages

Arabic Text

The document discusses business-to-business (B2B) marketing and purchasing. It addresses who is involved in the B2B buying process, the different types of B2B purchasing situations, and factors that influence business purchasing decisions. Specifically, it notes that B2B purchasing often involves multiple buyers and sales calls, long-term relationships between buyers and sellers, and different purchasing situations from routine reorders to new, complex tasks. Both environmental and individual factors shape how business buyers evaluate options and make purchasing decisions. The goal is to understand customers' needs and build strong, collaborative relationships over time.

Uploaded by

Muhammad Areeb
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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} How do consumer characteristics influence buying

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

◦ Understanding deep customer needs


◦ Identify areas for growth
◦ Improving value management techniques
◦ Calculating better marketing metrics
◦ Competing and growing in global markets
◦ Countering product commoditization
◦ Gain support for the marketing concept
} Dissimilarities from Consumer Markets -
Arrangements
Geographically
Concentrated

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

Straight Rebuy New Task


Modified Rebuy
} Systems selling involves the purchase of a packaged solution
from a single seller
r
Buye

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

4. Supplier search Yes Maybe No


5. Proposal solicitation Yes Maybe No
6. Supplier Selection Yes Maybe No
7. Order-routine specification Yes Maybe No
8. Performance review Yes Yes Yes
} Major Influences on Business Buyers - Environmental

Demand for Economic Cost of


product outlook money

Supply of
Technology Culture
Materials

Politics Competition
} Major Influences on Business Buyers - Individual

Motives Perceptions Preferences

Age Income Education

Attitude
toward risk
Vertical Coordination Online social media

One-to-one Marketing
Cooperative systems

Collaborative

Customer is king

Contractual transaction
Mutually adaptive

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