Flashcards in B2B Buying Behaviour Deck (12):
What are the 3 classifications of business customers? (give examples)
Commercial Organisations (intermediaries)
Government (defence, education)
What characters form the Decision Making Unit (DMU)?
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?
New buy (similar to extended problem solving)
What are the 4 influences on the organisational buyer?
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...
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
Describe the "proposal solicitation" stage of the organisational buying process
Formal request submitted to potential suppliers
Quotes received in return