Industrial & Services Marketing

Buyer Seller Relationships

TV/IM 1
Buyer Seller Relationships
 Awareness – no interaction, unilateral decisions
 Exploration – interaction, testing
 Expansion - Additional benefits
 Commitment – shared values, joint efforts

0 0

Seller’s dependence Buyer’s Dependence

on buyer on seller

TV/IM 2
Buyer Seller Relationships-
Enablers for deepening relationships
 Attraction
 Communication and Negotiating
 Power & Justice
 Norm Development
 Expectation Development
 Shared Values
 Decision Making Structure

TV/IM 3
Buyer Seller Relationships
 Transactional Exchange
 Value adding Exchange
 Collaborative Exchange
Info, Social and operational linkages
switching costs –
investments – People, money, time, procedures
risk of exposure- wrong choice, less established
suppliers, complex products

TV/IM 4
Market & Types of BSR
situational Customer
relationship
determinants evaluation
connectors
of BSR Of the supplier

Information
Availability of
exchange
Alternatives
Operational
Customer
Linkages –JIT, Order
Supply market satisfaction
Dynamism Legal Bonds
Tech change, commn, contracts
substitutes
Customer
Cooperative Norms evaluation
Importance of supplier
of supply performance
Adaptations
by sellers
Complexity
Adaptations
of supply
by buyers
TV/IM 5