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B2B Buying Behavior - College Essays

B2B Buying Behavior

What are the differences between Consumer and B2B marketing?

B2B marketing is complex and risky. Poor service or defective products can have serious ramifications

? Consumers purchase primarily for themselves and their families and purchases are generally low risk, low-involvement decisions that are made quickly.

? In contrast, B2B purchases are complex, often a protracted time frame before commitment is received and sometimes there is the need to trial products.

? Marketers need to understand the processes that make up the B2B decision-making process and how the B2B decision-making model differs from the consumer decision-making model.

? The steps involved in the ...

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to procedures.

? Accountability.

Purchase significance

? Complexity of process dictated by the importance of the purchase and level of expertise.

Laws and regulations

? For example, the sourcing of products prohibited due to economic and trade sanctions

? According to Webster and Wind (1972), the buying centre includes all members of the organisation who play any of five roles in the purchase decision process.

? Users. Members of the organisation who will use the product or service. In many cases, users initiate the buying proposal and help define product specifications.

? Influencers. People who affect the buying decision. They often help define specifications and also provide information for evaluating alternatives. Technical personnel are particularly important influencers.

? Buyers. People with formal authority to select the supplier and arrange terms of purchase. Buyers may help shape product specifications, but they play their most ...

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PAPER DETAILS

Added: 6/7/2011 04:38:49 AM
Submitted By: Lospawlos
Category: Economics
Type: Premium Paper
Words: 644
Pages: 3

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