Definition

Business Markets and

Business Buyer Behavior Business Buyer Behavior:
§ The buying behavior
of organizations that
buy goods and
services for use in
Chapter 6 the production of
other products and
services or for the
purpose of reselling
or renting them to others at a profit.

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Business Markets Business Markets

Characteristics Compared to
Characteristics consumer markets:
Marketing § Business markets
of Business Structure and v have fewer but larger
Markets Demand customers
§ Business customers
§ Sales in the Nature of the v are concentrated
business market Buying Unit geographically
far exceed sales Types of § Demand is different
in consumer Decisions and v Derived demand
the Decision v Price inelastic
markets. v Fluctuates more, and
Process changes more quickly
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 Business Markets Business Markets
Characteristics Compared to Characteristics In comparison to
consumer consumer
Marketing purchases: Marketing purchases:
Structure and Structure and § Business buyers face
§ Business purchases
Demand Demand more complex buying
involve more buyers decisions.
Nature of the in the decision Nature of the
Buying Unit Buying Unit § The buying process is
process. more formalized.
Types of § Purchasing efforts are Types of § Buyers and sellers
Decisions and undertaken by Decisions and work together closely
the Decision professional buyers. the Decision and build long-term
Process Process relationships.

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Model of Business Business Buyer Behavior

Buyer Behavior
Major Types of Buying Situations
§ Straight rebuy
v Reordering without
modification
§ Modified rebuy
v Requires modification
to prior purchase
§ New task
v First time purchase
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Business Buyer Behavior Major Influences on
Participants in the
Business Buyer Behavior
Buying Decision Process

Users Influencers
Buyers Deciders
Gatekeepers

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Stages of the
Business Buying Process

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