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    GM Business Buyer Behaviour

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    Ruslana Novoselska
    The document discusses business buyer behavior and the business buying process. It notes that business buying involves more people, departments, and experts than consumer buying. The business buying process is longer, more formalized, and focuses on building supplier-partner relationships. It outlines the types of buying situations, participants in the buying process, and influences on business buyers. It compares business-to-business and business-to-consumer marketing differences such as focus, audience, goals, and sales cycles.

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    GM Business Buyer Behaviour

    Uploaded by

    Ruslana Novoselska
    0 views23 pages
    The document discusses business buyer behavior and the business buying process. It notes that business buying involves more people, departments, and experts than consumer buying. The business buying process is longer, more formalized, and focuses on building supplier-partner relationships. It outlines the types of buying situations, participants in the buying process, and influences on business buyers. It compares business-to-business and business-to-consumer marketing differences such as focus, audience, goals, and sales cycles.

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    GM Business Buyer Behaviour (1)

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    The document discusses business buyer behavior and the business buying process. It notes that business buying involves more people, departments, and experts than consumer buying. The business buying process is longer, more formalized, and focuses on building supplier-partner relationships. It outlines the types of buying situations, participants in the buying process, and influences on business buyers. It compares business-to-business and business-to-consumer marketing differences such as focus, audience, goals, and sales cycles.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    0 views23 pages

    GM Business Buyer Behaviour

    Uploaded by

    Ruslana Novoselska
    The document discusses business buyer behavior and the business buying process. It notes that business buying involves more people, departments, and experts than consumer buying. The business buying process is longer, more formalized, and focuses on building supplier-partner relationships. It outlines the types of buying situations, participants in the buying process, and influences on business buyers. It compares business-to-business and business-to-consumer marketing differences such as focus, audience, goals, and sales cycles.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 23

    Fundamentals of

    Marketing
    Lect. Milda Vilčinskaitė
    Business Buyer
    behaviour
    Before selling to consumers…
    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
    Business Buyers

    RETAIL WHOLESALE
    Example of process
    Suppliers sell Goodyer ruddber, equipment and
    etc. to make tires

    Goodyear produces tires

    Goodyear sells tires to retailers

    Retailers sell to customers


    Business market difference from
    consumer market
    The business market
    Buying process is
    demand is dictated by
    more complex and Fewer buyers, but
    the consumer
    involves more people, larger volumes
    demand (derived
    departments, experts
    demand)

    The process is longer Supplier-partner


    and more formalized relationships
    Business Buyer Behavior
    •What buying decisions do
    business buyers make?
    •Who participates in the
    business buying process?
    •What are the major influences
    on buyers?
    •How do business buyers make
    their buying decisions?
    Types of buying
    situations
    •Straight rebuy
    •Modified rebuy
    •New task
    Systems selling
    (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.
    Participants in the buying process

    Buying
    center

    Users Influencers Buyers Deciders Gatekeepers


    Influences on
    business buyers
    Business decisions are simply rational,
    economic?
    No!
    Business buyer behaviour model
    Business buyer decision process
    Main B2c vs B2B buyer
    behavior differences
    •Purchase Decision Complexity
    •Decision-Making Process
    •Relationship Duration
    •Volume and Value
    •Personal vs. Professional Goals
    •Marketing Approaches
    Main marketing strategy
    differences
    Easier? Let’s look at startups…
    B2B vs B2C •B2C marketing often focuses on emotional
    appeal, storytelling, branding, and creating
    memorable customer experiences. It may
    marketing leverage social media influencers and
    customer reviews to build trust.
    •B2B marketing is more about providing
    detailed information, demonstrating value
    through features and benefits, and
    addressing the specific needs and
    challenges of the business. Thought
    leadership and industry expertise play a
    significant role.
    Differences
    B2B marketing B2C marketing

    Lower volume, higher price Higher volume, lower price

    More niche audience Broader audience

    Education, efficiency Entertainment, convenience

    Interpersonal relationships Transactional relationships

    Logic and features Desire and benefits

    Long-term goals Short-term goals

    Long sales cycle Short sales cycle


    Extremely important

    BUILDING TRUST REPUTATION CLEAR VALUE


    PREPOSITION
    CONTACTS
    Lect. Milda Vilčinskaitė
    [email protected]
    +370 67990633

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