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Marketing Applications! Lecture 13: Buying behaviour B to B markets

Key characteristics of industrial buying situation
1
...
Purchases not for own consumption
3
...
Often more than 1 person buying
5
...
Many different types of purchase situation

2
...
(Clash
between finance and marketing) potentially quite powerful, have to be in a high position could be a
PA or secretary
...
Or do they?
Rarely only one person in the process

Example of a DMU - Fleet car buying for Coca Cola
Users: Sales mangers, pool car users
Influencers: Sources of power in organisation e
...
Sales managers/Directors, Finance department -
I
...
what size of car, how expensive etc
...
g
...
See slide

A) problems recognition:
What is the problem? Specify product/service features sought
...
g
...
Functions, number of people, security systems, time
period? Reduces differences between potential supplies
...

For new major capital purchase, may be 3 or 4 suppliers only who
...

Evoked set - alternative suppliers that a buyer calls to mind the need arises
Government sector - may need to publish request for quote
Analysis of quotes/proposals - against specification
...


D) Select supplier suppliers are selected by the DMU on 3 criteria groups
...
g
...
e
...
e
...
Involvement of buying centre participants at different stages of the procurement process

3 types of buying situations
1- new task
2 - modify re-buy
3 - Straight re buy




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