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Business 2 Business Marketing: Session 3 (Understanding Firms As Customers)
Business 2 Business Marketing: Session 3 (Understanding Firms As Customers)
Business 2 Business Marketing: Session 3 (Understanding Firms As Customers)
Session 3
(Understanding firms as Customers)
Your target customer almost surely has a decision-making
group of more than one person. Understanding this group
and explicitly mapping out each person's role and interest is
of critical importance not just for the sale, but also much
earlier in the process when you are developing the product
and all of its attributes.
Organizational buying behavior (OBB) is related
to the purchase of a product or service to satisfy
organizational rather than individual goals.
Straight
New Task
Rebuy
Modified
Rebuy
Stage 1: Problem Recognition
A buying situation that has not been previously faced by the
New organization.
Task Significantly steep learning curve, organization seeks many sources
of information.