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486 Lec04 B2B Market
486 Lec04 B2B Market
Topic Outline
1. Business Markets
2. Business Buyer Behavior
3. The Business Buying Process
1. Business Markets
Business-to-Business
Markets
Business markets differ
from consumer markets in
several ways
Business
Buyers
Fewer and larger
Geographically
concentrated
More decision
participants
Professional
purchasers
Derived Demand
Inelastic Demand
Fluctuating Demand
Consumer
Business
Demand Demand
More complex
High prices
Formal process
Buying Situations
Straight Rebuy
Modified Rebuy
New Task Buy
Buying Centers
Buying Centers
INFLUENCER DECIDER
BUYER
USER
GATEKEEPER
The Model of Business
Buyer Behavior
ENVIRONMENTAL
Demand INFLUENCES ON
BUSINESS BUYING
Economic outlook
Cost of money
Resources Decision
Technology Process
Culture
Politics
Competition
ORGANIZATIONAL
INFLUENCES ON
Objectives BUSINESS BUYING
Policies
Decision
Procedures Process
Structure
Systems
INTERPERSONAL
INFLUENCES ON
Authority BUSINESS BUYING
Status
Decision
Empathy Process
Persuasiveness
INDIVIDUAL
Motives
INFLUENCES ON
BUSINESS BUYING
Perceptions
Preferences
Decision
Age Process
Income
Education
Product Specification
Supplier
Search
Proposal
Solicitation
Supplier
Selection
Order Routine
Specification
Performance
Review
Discussion Time!
What is the
difference between
B2B market and B2C
market?
References