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Objective 6-1 Define the business market and explain how business markets differ from consumer markets. Objective 6-2 Identify the major factors that influence business buyer behavior. Objective 6-3 List and define the steps in the business buying decision process. Objective 6-4 Discuss how online, mobile, and social media have changed business-to-business marketing. Objective 6-5 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions.
Business buyer behavior
The buying behavior of organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others.
Business buying process
The decision process by which business buyers determine which products and services their organizations need to purchase and then find, evaluate, and choose among alternative suppliers and brands.
Derived demand
Business demand that ultimately comes from (derives from) the demand for consumer goods. [6.1]
Supplier development
Systematic development of networks of supplier-partners to ensure an appropriate and dependable supply of products and materials for use in making products or reselling them to others. [6.1]
Buyers
People in an organization’s buying center who make an actual purchase. [6.2]
Buying center
All the individuals and units that play a role in the purchase decision-making process. [6.2]
Deciders
People in an organization’s buying center who have formal or informal power to select or approve the final suppliers. [6.2]
Gatekeepers
People in an organization’s buying center who control the flow of information to others. [6.2]
Influencers
People in an organization’s buying center who affect the buying decision; they often help define specifications and also provide information for evaluating alternatives. [6.2]
Modified rebuy
A business buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers. [6.2]
New task
A business buying situation in which the buyer purchases a product or service for the first time. [6.2]
Straight rebuy
A business buying situation in which the buyer routinely reorders something without modifications. [6.2]
Systems selling (solutions selling)
(or solutions selling) Buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation. [6.2]
Users
Members of the buying organization who will actually use the purchased product or service. [6.2]
General need description
The stage in the business buying process in which a buyer describes the general characteristics and quantity of a needed item. [6.3]
Order-routine specification
The stage of the business buying process in which the buyer writes the final order with the chosen supplier(s), listing the technical specifications, quantity needed, expected time of delivery, return policies, and warranties. [6.3]
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. [6.3]
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 good or a service. [6.3]
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. [6.3]
Proposal solicitation
The stage of the business buying process in which the buyer invites qualified suppliers to submit proposals. [6.3]
Supplier search
The stage of the business buying process in which the buyer tries to find the best vendors. [6.3]
Supplier selection
The stage of the business buying process in which the buyer reviews proposals and selects a supplier or suppliers. [6.3]
B-to-B digital and social media marketing
Using digital and social media marketing approaches to engage business customers and manage customer relationships anywhere, anytime. [6.4]
E-procurement
Purchasing through electronic connections between buyers and sellers—usually online. [6.4]
Government Market
Governmental units—federal, state, and local—that purchase or rent goods and services for carrying out the main functions of government. [6.5]
Institutional Market
Schools, hospitals, nursing homes, prisons, and other institutions that provide goods and services to people in their care. [6.5]
