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How do business buyers make their decisions?

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Kotler-Analyzing Business Market-Question 4

Published in: Marketing
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How do business buyers make their decisions?

  1. 1. stages in the business buying process
  2. 2. For a New task all these steps are necessary but for Straight Rebuy and Modified Rebuy some of steps may not be needed
  3. 3. Problem recognition You need a Doctor The buying process begins when someone in the company recognizes a problem or need that can be met by acquiring a good or service
  4. 4. General need Description and product specification Next, the buyer determines the needed item’s general characteristics and required quantity
  5. 5. Supplier Search The buyer next tries to identify the most appropriate suppliers through trade directories, contacts with other companies, trade advertisements, trade shows, and the Internet
  6. 6. Proposal solicitation The buyer next invites qualified suppliers to submit proposals, After evaluating the proposals, the buyer will invite a few suppliers to make formal presentations
  7. 7. Supplier selection The buying center specify and rank desired supplier attributes, and then select best one
  8. 8. Order-Routine Specification After selecting suppliers, the buyer negotiates the final order, listing the technical specifications, the quantity needed, the expected time of delivery, return policies, warranties, and so on
  9. 9. Performance Review The buyer periodically reviews the performance of the chosen supplier(s), The performance review may lead the buyer to continue, modify, or end a supplier relationship
  10. 10. Summary
  11. 11. Credit KOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition,Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)

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