B2B Buying Behaviour Flashcards
What are the 3 classifications of business customers? (give examples)
Commercial Organisations (intermediaries)
Government (defence, education)
Institutions (NGOs)
What characters form the Decision Making Unit (DMU)?
Initiator Gatekeeper Buyers Deciders Users Influencers
What is the role of a gatekeeper?
Filters info from suppliers
What do influencers do?
Act as advisers to the decider
What is the role of a buyer?
To negotiate a purchase with the supplier
What are the 3 B2B buying situations?
Straight rebuy
New buy (similar to extended problem solving)
Modified rebuy
What are the 4 influences on the organisational buyer?
Internal
External
Individual
Relationship Forces
Where do the internal and external influences of the organisational buyer come from?
Internal - within the organisation e.g. objectives
External - macroecon. Anything in PEST.
Where to the “individual” and “relationship forces” influences on the organisational buyer come from?
Individual - perception, indiv authority
Relationship fs - Use of friendship to negotiate good deals, cost of supplier increases with stronger relationships
Outline the 8 stage organisational buying process…
- Problem recognition
- General need description
- Product specification
- Supplier search
- Proposal solicitation
- Supplier selection
- Order-routine specification
- Performance review
Describe the “proposal solicitation” stage of the organisational buying process
Formal request submitted to potential suppliers
Quotes received in return
What is the “order-routine specification” stage of the organisational buying process?
Where the final order is placed with a list of technical specifications
