Business Markets and

Business Buyer
Behavior

1
Business Markets & Business Buying

◼ Business Buyer Behavior:

 The buying behavior of organizations that buy
goods and services for use in the production
of other products and services that are sold,
rented, or supplied to others.
 Also included are retailing and wholesaling
firms that acquire goods for the purpose of
reselling or renting them to others at a profit.
 Characteristics of Business
Markets
◼ Sales in the business market far exceed sales
in consumer markets.
◼ Business markets differ from consumer markets
in many ways:
 Marketing structure and demand
 Nature of the buying unit
 Types of decisions and the decision process
 Characteristics of Business
Markets
Contain fewer, but
Marketing Structure larger buyers
and Demand Customers are more
geographically concentrated
Buyer demand is derived from
final consumer demand
Demand is often more
inelastic
Demand often fluctuates
more, and more quickly
Characteristics of Business
Markets

Nature of the Buying Unit

Business
buying
involves a
more Business
professional buying
purchasing involves
effort more buyers
(participants)
 Characteristics of Business
Markets
Types of Decisions
Business and the Decision
buyers Process
usually face Business
more buying In business
complex process is buying,
buying more buyers and
decisions. formalized. sellers work
more closely
together.
Model of Business Buyer Behavior
Buyer Responses
The Environment The Buying
Organization
Product or
Marketing
service choice
Stimuli: The buying
•Product center
•Price Supplier Choice
•Place
•Promotion
Buying decision Order Quantities
process
Other Stimuli: Delivery terms
•Economic (Interpersonal and and times
•Technological individual influences)
•Political Service terms
•Cultural (Organizational
•Competitive Influences) Payment
 Business Buyer Behavior

◼ Major Types of Buying Situations

Involved Decision Making

◼ Straight rebuy Alıcının bir şeyi değişiklik yapmadan rutin olarak yeniden sipariş ettiği bir iş satın alma durumu.

 Reordering without modification

Modifiye yeniden satın alma

◼ Modified rebuy Aşağıdaki durumlarda bir iş satın alma durumu

Alıcının ürün özelliklerini, fiyatlarını, şartlarını veya tedarikçilerini değiştirmek istemesi.

 Requires modification to prior purchase

◼ New task Yeni görev
Alıcının bir ürün veya hizmeti ilk kez satın aldığı bir iş satın alma durumu.

 First-time purchase
 Business Buyer Behavior

◼ Systems Selling
 Buying a packaged solution to a problem from
a single seller.
 Often a key marketing strategy for businesses
seeking to win and hold accounts.
 Buying Center -- Participants in the
Business Buying Process
The decision-making unit
of a buying organization
Users

Initiators Influencers

Gatekeepers

Buyers Deciders

Approvers
Includes all individuals
and units that participate
in the decision making
Tasks in B2B→ from “lead generation” to “negotiation”

https://www.youtube.com/watch?v=FramQ_NVLlY
 Major Influences on Business
Buyer Behavior
Environmental
Economic Organizational
developments
Objectives Interpersonal
Supply
Conditions Policies
Individual
Authority Business
Technological Age&income
Procedures
change
Status Education Buyers
Job Position
Organizational Empathy
Political and Personality
Structure
regulatory Risk Attitudes
Persuasiveness
developments Systems

Competitive
Developments

Culture and customs

 Problem Recognition

General Need Description

Product Specification

Supplier Search
Stages of
Business Proposal Solicitation
Buying
Supplier Selection
Process
Order Routine Specification

Performance Review
Examples of companies in B2B marketing

https://www.youtube.com/watch?v=XOVBO700OrI
Instagram B2B campaigns

https://www.youtube.com/watch?v=G_snU9Kr4hM