The buying centre includes all members of the organization who play any of five

The buying centre includes all members of the

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The buying centre includes all members of the organization who play any of five roles in the purchase decision process: Users : Members of the buying organization who will actually use the purchased product or service. Influencers: People in an organization’s buying centre who affect the buying decision; they often help define specifications and also provide information for evaluating alternatives. Buyers: People in an organization’s buying centre who make an actual purchase. Deciders: People in an organization’s buying centre who have formal or informal power to select or approve the final suppliers. Gatekeepers: People in an organization’s buying centre who control the flow of information to others. Business buyers actually respond to both economic and personal factors. Far from being cold, calculating, and impersonal, business buyers are human and social as well. They react to both reason and emotion.
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Participants may influence the buying decision because they control rewards and punishments, are well liked, have special expertise, or have a special relationship with other important participants. Interpersonal factors are often very subtle. Buyers who face a new task buying situation usually go through all stages of the buying process . Buyers making modified or straight rebuys may skip some of the stages. Problem recognition: The first stage of the business buying process in which someone in the company recognizes a problem or need that can be met by acquiring a specific good or a service. General need description: The stage in the business buying process in which a buyer describes the general characteristics and quantity of a needed item. Product specification: The stage of the business buying process in which the buying organization decides on and specifies the best technical product characteristics for a needed item. Supplier search: The stage of the business buying process in which the buyer tries to find the best vendors. Proposal solicitation: The stage of the business buying process in which the buyer invites qualified suppliers to submit proposals. Supplier selection: The stage of the business buying process in which the buyer reviews proposals and selects a supplier or suppliers Order-routine specification: The stage of the business buying process in which the buyer writes the final order with the chosen supplier or suppliers, listing the technical specifications, quantity needed, expected time of delivery, return policies, and warranties. Performance review: The stage of the business buying process in which the buyer assesses the performance of the supplier and decides to continue, modify, or drop the arrangement. The seller must manage the total customer relationship, not just individual purchases.
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