Chapter 7 Flashcards
(22 cards)
- List the typical B2B markets. (4)
1: resellers
2: institutions
3: govt
4: manufacturers/service providers
6 stages in the B2B buying process
1: Need recognition
2: product specification
3: RFP process
4: analysis, negotiation, selection
5: order specification
6: performance assessment
manufacturers/service providers
buy raw materials or components, amke something, sell it
govt
i.e. dod,
institutions
i.e. hospitals, school
resellers
intermediaries that resell without altering product’s form
Need recognition
The buying org recognizes that it has an unfilled need
product specification
buying org writes list of product specs it wants
Request for proposals process
orgs invite vendors/suppliers to bid on supplying their components or specs
analysis, negotiation, selection
buying org evaluates proposals and narrows then down
order specification
firm places it’s order with a detailed description, supplier acknowledges and agrees
performance assessment
buyer analyzes vendor performance
List the six buying roles.
1: Influencer
2: Decider
3: Buyer
4: User
5: Gatekeeper
6: Initiator
Describe the Influencer buying role.
the the person whose views influence other members of the buying sector center in making the final decision
Describe the Decider buying role.
The person who determines part or all of the buying decision
Describe the buyer buying role.
person who handles the paperwork of the purchase
Describe the user buying role.
person who consumes the product
Describe the Gatekeeper buying role.
person who controls info, access, or both tot he decision makers and influencers
Describe the initiator buying role.
person who first suggests buying the particular product or service
new buy
customer purchases a good or service for the 1st time
rebuy
when the buyer simply buys more of something they had already bought
modified rebuy
the buyer has purchased similar product before, but decided to change some specs such as price, quality, etc
