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Chapter 6

Chapter 6. Business Markets and Business Buyer Behavior. What is a Business Market?. A business market comprises all the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others.

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Chapter 6

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  1. Chapter 6 Business Markets and Business Buyer Behavior

  2. What is a Business Market? • A business market comprises all the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others. • The business market is huge and involves many more dollars and goods than do consumer markets.

  3. Demand is often more inelastic Demand often fluctuates more, and more quickly Contain fewer, but larger buyers Characteristics of Business Markets Customers are more geographically concentrated Buyer demand is derived from final consumer demand Marketing Structure and Demand

  4. Characteristics of Business Markets • Nature of the Buying Unit • Business purchases involve more buyers. • Business buying involves a more professional purchasing effort.

  5. Business buyers usually face more complex buying decisions. Business buying process is more formalized. In business buying, buyers and sellers work more closely together. Characteristics of Business Markets Types of Decisions and the Decision Process Build Long-Term Partnerships

  6. Model of Business Buyer Behavior (Fig. 6.1) Buyer Responses Product or service choice Supplier Choice Order Quantities Delivery terms and times Service terms Payment • The Environment • Marketing • Stimuli: • Product • Price • Place • Promotion • Other Stimuli: • Economic • Technological • Political • Cultural • Competitive The Buying Organization The buying center Buying decision process (Interpersonal and individual influences) (Organizational Influences)

  7. Discussion Connections • Although business markets are similar in many ways to consumer markets, there are also significant differences. • What similarities and differences might Office Depot (www.officedepot.com) encounter in selling to the business market versus the consumer market for the following products (a) a personal computer, (b) a desk chair.

  8. New Task Buying Modified Rebuy Involved Decision Making Straight Rebuy Major Types of Buying Situations

  9. Roles Include Participants in the Business Buying Process Unexpected Situational Factors Users Ethical Influencers Decision-Making Unit of a Buying Organization is Called Its Buying Center. Buyers Attitudes of Others Deciders Gatekeepers

  10. Major Influences on Business Buyer Behavior (Fig. 6.2) Environmental Economic developments Supply Conditions Technological change Political and regulatory developments Competitive Developments Culture and customs Organizational Objectives Policies Procedures Organizational Structure Systems Interpersonal Authority Status Empathy Persuasiveness Individual Age Education Job Position Personality Risk Attitudes Buyers

  11. Stage 1. Problem Recognition Stage 2. General Need Description Stage 3. Product Specification Stage 4. Supplier Search The Business Buying Process Stage 5. Proposal Solicitation Stage 6. Supplier Selection Stage 7. Order-Routine Specification Stage 8. Performance Review

  12. Business Buying on the Internet • Business buyers may purchase electronically by: • Electronic data interchange links (EDI) • The Internet • Connecting to customers to: • Share marketing information, • Sell products & services, • Provide customer support, and’ • Maintain on-going relationships.

  13. Benefits: Shave transaction costs Reduce time between order and delivery Create more efficient purchasing systems Forge more intimate relationships Level the playing field Problems: Cut purchasing jobs Erode supplier-buyer loyalty Create potential security disasters Benefits and Problems Created by Buying on the Internet

  14. Institutional Markets Low Budgets Captive Patrons Government Markets Public Review Red Tape is Common Noneconomic Criteria Negotiated Contracts Some Buying Online Institutional and Government Markets

  15. Review of Concept Connections • Define the business market and explain how business markets differ from consumer markets. • Identify the major factors that influence business buyer behavior. • List and define the steps in the business buying decision process. • Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions.

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