Topic the business to business buying process 119 p

This preview shows 87 out of 89 pages.

Topic: The Business-to-Business Buying Process 119. (p. 122) How does the need recognition stage differ between the B2B and the B2C buying processes? In B2B buying, need recognition may come from consumers' comments, suppliers' information, tradeshow demonstrations, or trade journals. Consumers' need recognition is typically initiated by an unfulfilled need or desire, while business need recognition often originates from external sources. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 06-02 List the steps in the B2B buying process. Topic: The Business-to-Business Buying Process 120. (p. 124) Ellen is asked to create a vendor analysis process for a physician in private practice, evaluating suppliers of products such as medical supplies. What should Ellen include in a vendor analysis? Answers will vary but should include: * The issues or criteria important to the physician and his or her staff. * Weighting of the issues or criteria by importance. * A data collection process including how, when, and how often vendor analysis will be conducted. * A system for summarizing and presenting results. * A set of criteria for retaining or replacing vendors. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 06-02 List the steps in the B2B buying process. Topic: The Business-to-Business Buying Process 121. (p. 124- 125) Create a realistic example of a B2B buying center, describing the different roles played by members of the team. Answers will vary but should include the six roles: initiator, influencer, decider, buyer, user, and gatekeeper. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 06-03 Identify the different roles within the buying center. Topic: The Buying Center
Image of page 87

Subscribe to view the full document.

122. (p. 124- 125) The buying center concept has parallels in business-to-consumer buying situations when groups are making buying decisions. Describe a situation where a group of consumers will make a purchasing decision and explain how consumer roles might mirror those in a buying center. Students might choose a situation such as friends planning a vacation, a family buying a car, or a purchase decision by a social organization. Roles of the initiator, influencer, decider, buyer, and user will be relatively easy to chart. The gatekeeper role may be a bit more difficult. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 06-03 Identify the different roles within the buying center. Topic: The Buying Center 123. (p. 127) As a business-to-business marketer, would you prefer to market to a firm with an autocratic or a consensus buying center culture, and why? Students' responses will vary with their own preferences, but should explore the two cultures to demonstrate variations in the kind and number of contacts that would be required, the nature of the marketing challenge, and distinctions in the kinds of negotiations that might emerge.
Image of page 88
Image of page 89
You've reached the end of this preview.
  • Fall '12
  • Chris
  • Marketing, d., Buying Center, E., Business-to-business

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern