Chapter 7 Analyzing Business Markets and Buyer Behavior

1
Chapter 7Analyzing Business Markets and Buyer
Behavior

• Know your customer

2
Characteristics of Business Markets (Table 7.1)

• Example
• Professional purchasing business goods purchased
  by trained agents who follow their organizations
  purchasing policies
• Offering ________ service to business buyers

3
Business Buying Situations

• Straight rebuy routine re-ordering
  just-in-time inventory is practiced.
• Office supplies bulk chemicals
• Implications for seller ______________ offer
  high quality products and reliable service
  out-supplier offer something new

4
Business Buying Situations

• Modified rebuy consider ____________ before
  buying routine purchase has changed
• Modify product specifications, prices, delivery
  requirements, etc.
• Implications in-supplier protects existing
  account out-supplier - why should they buy
  from you?

5
Business Buying Situations

• New Task Purchase large investments extensive
  information search formal decision process
• Office building new security system
• Implications understand _____ of organization
  long time to make decision

6
Business Behavior

• Conclusion understand influences and process by
  which organizations buy their products
• What do your customers _____? How are decisions
  made?

7
Application

• Offering _____ to Business Buyers On-line
  business B2B e-procurement
• Shave transaction costs for buyers and sellers
• Reduce time between order and delivery
• Reduce drudgery and paperwork
• Erode buyer-supplier loyalty
• Create potential security disasters