Business Markets & Business

Buyer Behavior
Business to business  ‘B2B’ marketing
Intermediary market
Business Buyer Behavior : the buying
behavior of the organizations that buy
goods and services for use in the
production of other products and services
or to the purpose of reselling or renting
them to others at a profit

Business Market
Yokohama Tires
Menerima items produk dari suppliers :
karet, baja, alat-alat, dll to produce the
tires
Menjual the finished tires kepada retailer
consumers (membutuhkan sejumlah
pembelian untuk membuat sebuah produk,
hanya untuk sebuah consumer purchases)
Berdasarkan pesanan  truck, sedan, etc
Berdasarkan spesifikasi tertentu (sedan
Volvo, Nissan, Ford, etc)

Yokohama Tires
1. Market Structure & Demand
 Far fewer but larger buyers
(Yokohama : beberapa pabrik mobil tapi
untuk jutaan pemakai mobil)
 Geographically concentrated (China :
Shanghai & Guangzhou)
 Derived Demand (Hyunday Motor
membeli baja karena memproduksi
mobil; Intel Inside  PC)

Characteristics of BM
2. Nature of Buying Unit :
Melibatkan more decision participants & a
more professional purchasing
3. Types of Decision Process :
More complex buying decision
Take longer to make their decision
More formalized
More dependent (seller & buyer) 
partner (create solutions to customer’s
problem & to support customer
operations)
Major Types of Buying Situations :
Straight rebuy : a business buying situation
in which the buyer routinely reorders
something without any modification
Modified rebuy : a business buying situation
in which the buyer want to modify product
specifications, prices, terms, or suppliers
Modified rebuy : a business buying situation
in which the buyer purchases a product or
service for the first time
 System selling  the firm provides the most
complete system meeting the customer’s
need marketing strategy  government
A Model of Business Buyer Behavior
The
Environment :
The Buying Organization :
1. Marketing
The buying centre Buyer Responses :
Stimuli
(interpersonal &
(4P)
Individual influences) •Product/service
2. Other
Stimulus Choice
• Economic •Supplier choice
• Tech •Order qualities
• Political Buying Decision •Delivery terms &
• Cultural Process Times
• Competitive •Service terms
•Payment
All members of the organization  who play a role
in the purchase decision process, actual users,
who make the buying decision, who influence,
actual buying, who control buying information
 Users
 Influencers
 Buyers
 Deciders
 Gatekeepers
 Not a fixed & formally identified unit within the
buying organization
 Economic & personal factors
 Reason & emotion

Buying Center