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06. Business-to-Business Markets. Definition. Business Buyer Behavior: The buying behavior of organizations that buy goods and services for use in the production of other products and services or for the purpose of reselling or renting them to others at a profit. Business Markets.

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Presentation Transcript
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06

Business-to-BusinessMarkets

definition
Definition
  • Business Buyer Behavior:
    • The buying behavior of organizations that buy goods and services for use in the production of other products and services or for the purpose of reselling or renting them to others at a profit.
business markets
Business Markets
  • Characteristics of Business Markets
    • Sales in the business market far exceed sales in consumer markets.
business markets1
Marketing Structure and Demand

Nature of the Buying Unit

Types of Decisions and the Decision Process

Compared to consumer markets:

Business markets

have fewer but larger customers

Business customers

are concentrated geographically

Demand is different

Derived demand

Price inelastic

Fluctuates more, and changes more quickly

Business Markets

Characteristics

business markets2
Marketing Structure and Demand

Nature of the Buying Unit

Types of Decisions and the Decision Process

Compared to consumer purchases:

Business purchases involve more buyers in the decision process.

Purchasing efforts are undertaken by professional buyers.

Business Markets

Characteristics

business markets3
Marketing Structure and Demand

Nature of the Buying Unit

Types of Decisions and the Decision Process

In comparison to consumer purchases:

Business buyers face more complex buying decisions.

The buying process is more formalized.

Buyers and sellers work together closely and build long-term relationships.

Business Markets

Characteristics

business buyer behavior
Business Buyer Behavior
  • Major Types of Buying Situations
    • Straight rebuy
      • Reordering without modification
    • Modified rebuy
      • Requires modification to prior purchase
    • New task
      • First time purchase
business buyer behavior1
Business Buyer Behavior

Participants in the Buying Decision Process

Users

Buyers

Influencers

Deciders

Gatekeepers

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BuyingCenters

INFLUENCER

DECIDER

BUYER

USER

GATEKEEPER