Roles Include Participants in the Organizational Buying Process Unexpected Situational Factors Users Influencers Ethical Decision-Making Unit of a Buying Organization is Called Its Buying Center. Deciders Approvers Attitudes of Others Buyers Gatekeepers
Organizational Buying Decisions Problem Recognition General Need Description Product Specification Supplier Research Proposal Solution Supplier Selection Order-Routine Specification Performance Review
Problem Recognition Problem recognition is when someone in a company recognizes a problem or need that can be met by acquiring a good or a service Problem recognition can occur because of internal and external stimuli
General Need Description General need description is when a company describes the general characteristics and quantity of a needed item What are some items that would be included in a general needs description for a training meeting?
Product Specification Product specification is when the buying organization decides on and specifies the best technical product characteristics for a needed item What are some items that would be included in a product specification description for a training meeting?
Supplier Search Supplier search is when a buyer tries to find the best vendor What are the best ways for buyers to identify suppliers?
Proposal Solution Proposal solution is when qualified suppliers are invited to submit proposals What are some important tools for writing and researching a proposal?
Supplier Selection Supplier selection is when a buyer receives proposals and selects a supplier or suppliers What are the six attributes that meeting planners consider when selecting a location
Order-Routine Specification Order-routine specification when a buyer writes the final order with the chosen supplier(s), listing the technical specifications, quantity needed, expected time of delivery, return policies, warranties, and so on
Performance Review Performance review is when a buyer rates its satisfaction with suppliers, deciding whether to continue, modify, or drop the relationship
Since the buyer are limited the LG shortlists a couple of 5-five star hotels to target .The buyers have the power to customise the product and negotiate for the better price . In the B2B market the buyer has the power to decide the product ( Derived Demand ) better service ( buyer seller relationship ). The influence the product , place and price for the seller to agree upon the purchase. Buyer power
Converting the 4P’s into the 6B’s Product Buyer need Price Buyer cost Promotion Buyer information & communication Place Buyer convenience - Buying process - Buyer management Buyer-seller relationship