Dear students, let's briefly repeat

our previous (3rd) lecture

1) What stages do people go through in the buying process?
2) Low-Involvement and High-Involvement Buying Decisions
3) Explain why the culture, subcultures, social classes,
and families consumers belong to affect their buying behavior
4) How does Maslow’s Hierarchy of Needs help marketing
professionals?
 Lecture 4
Business Buying
Behavior
Instructor : BAZAROVA ZARINA
Data: 25.02.2020
Learning objectives :
1. The Characteristics of Business-to-Business (B2B) Markets
2. Types of B2B Buyers
3. Buying Centers
4. Stages in the B2B Buying Process and B2B Buying Situations
THE CHARACTERISTICS OF BUSINESS-TO-BUSINESS
(B2B) MARKETS

Business-to-business (B2B) markets differ from business-to-consumer

(B2C) markets in many ways.
B2B is shorthand for “business to business.” It refers to sales you make
to other businesses rather than to individual consumers. Sales to
consumers are referred to as “business-to-consumer” sales or B2C.
Business-to-Consumer Markets versus Business-to-Business Markets:
Types of B2B Buyers
There are four basic categories of business buyers: producers, resellers,
governments, and institution
• Producers -Companies that purchase goods and services that they transform
into other products.
• Resellers -Companies that sell goods and services produced by other firms
without materially changing them.
• Business -to-government (B2G) markets - Markets in which local, state, and
federal governments buy products.
• Institutional markets - Nonprofit organizations such as the American Red
Cross, churches, hospitals, charitable organizations, private colleges, and civic
clubs.
BUYING CENTERS
Buying centers- Groups of people within organizations who make
purchasing decisions.
 1. Other Players
The people who provide their firms’ buyers with input
generally fall into one or more of the following groups :
• Users - are the people and groups within the organization that
actually use the product.
• Influencers- People who may or may not use the product but actively
participate in the purchasing process in order to secure a decision
they consider favorable.
• Gatekeepers -People who decide if and when a salesperson gets ac
• Decider-The person who makes the final purchasing decision.
2. The Interpersonal and Personal
Dynamics of B2B Marketing
• Interpersonal factors among the people making the buying decision
often have an impact on the products chosen, good or bad.
• Personal factors play a part. B2B buyers are overwhelmed with
choices, features, benefits, information, data, and metrics. They often
have to interview dozens of potential vendors and ask them hundreds
of questions. No matter how disciplined they are in their buying
procedures, they will often find a way to simplify their decision
making either consciously or subconsciously.
STAGES IN THE B2B BUYING PROCESS AND B2B
BUYING SITUATIONS

1. A need is recognized
2. The need is described and quantified.
3. Potential suppliers are searched for.
4. Qualified suppliers are asked to complete responses to requests for
proposal (RFPs)
5. The proposals are evaluated and supplier(s) selected.
6. An order routine is established.
7.A post-purchase evaluation is conducted and the feedback provided
to the vendor.
Types of B2B Buying Situations
• A straight rebuy is a situation in which a purchaser buys the same
product in the same quantities from the same vendor.
• New buy - When a firm purchases a product for the first time.
• A modified rebuy occurs when a company wants to buy the same
type of product it has in the past but make some modifications to it.