Professional Documents
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Analyzing Business Markets and Business Buying Behavior
Analyzing Business Markets and Business Buying Behavior
Buying situations
There are three types of buying situations (Patrick
buying center:
Initiator: those who request that something to be
purchased
Users: those who will use the product or service
Influencers: people who influence the buying decisions.
Deciders: people who decide on product requirements
or on suppliers.
Approvers: people who authorize the proposed actions
of deciders or buyers
Buyers: people who have formal authority to select the
supplier and arrange the purchase terms.
Gatekeepers: people who have power to prevent sellers
or information from reaching members of the buying
centre. For example, purchasing agents, receptionist,
and telephone operators may prevent sales persons
from contacting users or deciders.
ORGANIZATION
AL
Objectives
Policies
Procedures
Organizational
structures
Systems
INTERPERSON
AL
Interests
Authority
Status
Emphaty
persuasivene
ss
INDIVIDUAL
Age
Income
Education
Job position
Personality
Risk
attitudes
culture
Busine
ss
Buyer
Environmental factors
Business buyers pay close attention to current
Cultural factors
Here are some rules of social and business etiquette
process:
1. Routine product: these product have low value and cost
to the customer and involve little risk (office supplies)
2. Leverage product: these products have high value and
cost to the customer but involve little risk of supply
because many companies make them (engines pistons)
3. Strategic products : these products have high value and
cost to the customer, and also involve high risk (main
frame computers)
4. Bottleneck products: the products have low value and
cost to the customer but they involve some risk (spare
parts).
The purchasing/procurement
process
Stages in the buying process
Problem recognition
General needs description and product
specification
Supplier search
Proposal solicitations
Supplier selection
Order routine specification
Performance review