Business Markets and Business Buyer Behavior - Coggle Diagram
Business Markets and Business Buyer Behavior
Market Structure and Demand
Buyer and seller dependency
Fewer and larger buyers
Business buying process
Business Buyer Behavior
Buyer Responses to Marketing Stimuli
Product or service choice
Major Types of Buying Situations
Participants in the Business Buying Process
Gatekeepers: control the flow of information
Deciders: have formal or informal power to select and approve final suppliers.
Buyers: have formal authority to select the supplier and arrange terms of purchase.
Influencers : help define specifications and provide information for evaluating alternatives.
Users :are those that will use the product or service
The Buying Process
General need description
Institutional and Government Markets
Government markets: tend to favor domestic suppliers and require suppliers to submit bids and normally award to the lowest bidder