Business Buying Behavior

Lecture 3. Consumers and Markets(2)

Business Buying Behavior

This tutorial includes the following topics:

Business Buying Behavior. Who is in the Business Market

Who is in the Business Market. Supply Chain Market. Business User Markets.

Business vs. Consumer Markets. Buying Center Decision-Making. Buyer Experience, Timing, Order, Size. Number of Buyers, Promotion Type.

Types of Purchase Decisions

How Businesses Buy. Purchase Decision (Steps 1, 2, 3, 4 and 5)

Business Buying Behavior.

Business-to-business marketing (B2B) is actually much larger than business-to-consumer marketing in terms of size of markets. It is often virtually ignored in introductory marketing courses because lecturers think that students will relate better to examples taken from day-to-day life: we are all consumers, whereas relatively few of us are industrial buyers.

B2B is bigger than B2C because products typically pass through several firms before they reach the consumers. Each transfer from one firm to the next down the line is classified as part of B2B marketing, except the final sale to the consumers.

B2B is supposed to differ from B2C in that business buyers are thought to be more logical and professional in what they do. This is a dangerous assumption(небезпечне припущення): business buyers are still human beings, and are likely to be swayed by (на них може впливати) a sales rep’s personality or persuasive(переконливий) argument as much as anyone else. Many buyers also act impulsively at times, have good moods and bad moods, and of course make mistakes. This is relevant to the managing exchange running theme.

Business buying is much more complicated. For instance, the demand (попит) by businesses for products and services is affected by consumer purchases (called derived demand) and because so many organizations may have a part in creating consumer purchases, a small swing (коливання) in consumer demand can create big changes in business purchasing. Automobile purchases are a good example. If consumer demand for cars increases (збільшується) many companies connected with the automobile industry will also see demand for their products and services increase (we will later refer to these companies as supply chain members). Under these conditions (за таких умов) companies will ratchet up (збільшать) their operations to ensure (забезпечувати, гарантувати) demand is met, which invariably (постійно, незмінно) will lead (приведе) to new purchases by a large number of companies. In fact, an increase of just one or two percent for consumer demand can increase business demand for products and services by five or more percent. Unfortunately (на жаль), the opposite (протилежне) is true if demand declines (зменшується). Trying to predict (Намагання передбачити) these swings (коливання) requires businesses to not only understand their immediate (безпосередній) customers but also the end user, which as we will discuss, may be well down the supply chain from where the business operates.

Marketers must appeal to business customers in ways that are distinct from how they would approach consumers. While marketers selling to other businesses operate with most of the same marketing tools used by marketers of consumer products, how they employ these tools to reach their marketing objectives may be quite different.

Поиск по сайту: