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Flashcards in B2B Buying Behaviour Deck (12):
1

What are the 3 classifications of business customers? (give examples)

Commercial Organisations (intermediaries)

Government (defence, education)

Institutions (NGOs)

2

What characters form the Decision Making Unit (DMU)?

Initiator
Gatekeeper
Buyers
Deciders
Users
Influencers

3

What is the role of a gatekeeper?

Filters info from suppliers

4

What do influencers do?

Act as advisers to the decider

5

What is the role of a buyer?

To negotiate a purchase with the supplier

6

What are the 3 B2B buying situations?

Straight rebuy

New buy (similar to extended problem solving)

Modified rebuy

7

What are the 4 influences on the organisational buyer?

Internal
External
Individual
Relationship Forces

8

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.

9

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

10

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

11

Describe the "proposal solicitation" stage of the organisational buying process

Formal request submitted to potential suppliers

Quotes received in return

12

What is the "order-routine specification" stage of the organisational buying process?

Where the final order is placed with a list of technical specifications