Business Markets

Business Markets - Traits of Business Markets Fewer, larger...

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Traits of Business Markets Fewer, larger buyers Closer customer-supplier relationships Professional purchasing Multiple buying influences Multiple sales calls Derived demand Inelastic demand Fluctuating demand Geographically concentrated buyers Direct purchasing
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The Buying Center Initiators Users Influencers Deciders Approvers Buyers Gatekeepers
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Business Buying Process Problem Recognition General Need Description Product Specification Supplier Proposal Solicitation Supplier Search Supplier Selection Order Routine Specs Performance Review
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Buying Influence Centres 7
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Buy Phases
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Clues for Identifying the Powerful Decision Makers Observe communications in buying company more powerful buyers are authoritative, less powerful buyers use persuasion Note the level of deference given to individual managers managers not subject to reward/punishment usually have substantial decision-making powers
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Assess which decision makers are disparaged or disliked powerful decision makers are resented by those with less power Identify whether decision makers are one way (recipient) information centers powerful decision makers demand to be kept informed without involving themselves Establish if anyone is acting for another member of management delegation without decision-making authority often occurs
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Three Questions About Buying Influences At what stage in the buying process will each decision maker contribute and will this contribution be marginal, substantial or critical? Does the scenario (or script) into which they may be locked relate to their buying function only, which is almost certainly the case of the purchasing officer, or to some other function in the case of those who are called on to advise? If the latter, what is the implication for marketing? What factors will each participant consider at each
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This note was uploaded on 12/21/2010 for the course BUSA 5336 taught by Professor Jeff during the Summer '09 term at UT Arlington.

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Business Markets - Traits of Business Markets Fewer, larger...

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