analysing business market

1. Participants in business to
business buying process

2. Engineering
personnel
usually have a
major
influence in
selecting
products
Purchasing
agents
dominate in
selecting
supplies

3. The buying center
All those individuals
and groups who
participate in the
purchasing decision
making process and
share some
common goals and
the risks arising
from the decision

4. Buying center
Users
Those who use
product and
services
Buyers
Those who select
supplier and
arrange purchase
terms
Approvers
Who authorize
the proposed
action of deciders
Deciders
Those who decide
on product
requirements and
supplies
Gatekeepers
Who prevent
sellers/ information
to reach members
of buying center
Initiators
Those who
request something
be purchased
Influencers
Those who
influence buying
decision

5. Buying center influences
It has several participants with different interests, authority, status
and persuasiveness
Decisions are influenced by personal motivations, perceptions and
preferences

6. Keep it
simple buyers
Buyers exhibit
different
buying styles
Own expert
buyers
Want the
best buyers
Want
everything
done buyers

7. Targeting firms
Market place is
divided into
segments to decide
on the type of firms
to which business
marketers will sell

8. Greatest
growth
prospect
Properties
wanted in
business sector
Most
profitable
customers
Most promising
opportunities

9. Business marketers need to figure out
Who are the major decision participants?
What decisions do they influence ?
What evaluation criteria do they use?

10. Summary
Buying center is the
decision making
unit of a buying
organisation.To
influence them
marketers must be
aware of
environmental,
organisational,
interpersonal and
individual factors