Flashcards in 3.+ (B2B Buying Behaviour onwards) Deck (15):
What are the 3 classifications of business customers?
What are "commercial organisations"?
Distributors, original equipment manufacturers, companies that use the product (known as 'users')
What are the 6 characters in the decision making unit (DMU) ?
What is the role of the "initiator" in the DMU?
Recognition of the problem / need
What is the role of the "gatekeeper" in the DMU?
Determines to type of information that the other characters recieve
What is the role of the "buyer" in the DMU?
Sourcing suppliers, negotiating deal
What is the role of the "decider" in the DMU?
Make the final decision as to whether to buy or not
What is the role of the "user" in the DMU?
Use the supplied products
What is the role of the "influencer" in the DMU?
To influence the deciders
What are the 3 types of buying situations in B2B? Explain each.
Straight Rebuy (reorder the same products)
New Buy aka New Task (purchase for the first time, requires extensive research)
Modified Rebuy (same goods but certain elements change e.g. supplier)
What are the 4 possible influences on the organisational buyer?
Internal (within the organisation)
External (macroeconomic factors)
Individual (depends on authority, perception etc.)
Relationship Forces (friendship used to negotiate deals, affects supplier decisions)
Outline the 8 stage organisational buying process?
1. Problem recognition
2. General need description
3. Product specification
4. Supplier search
5. Proposal solicitation
6. Supplier selection
7. Order-routine specification
8. Performance review
Explain what is meant by "General need description" in the organisational buying process?
Refinement of the need description
Identification of what is required to fulfil it
Explain what is meant by "Proposal solicitation" in the organisational buying process?
Formal request submitted to potential suppliers
Quotes received in return