Who participates in the business to business buying process
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WHO participates in B2B buying process ?
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Transcript of Who participates in the business to business buying process
WHO participates in
B2B buying process
?
● Purchasing agents are influential in the straight rebuy and modified rebuy situations. They select the suppliers.
● Engineers have a major influence in selecting product components.
Buying center Consists of
1. Initiators 3. Influencers
4. Deciders 5. Approvers
6. Buyers
2. Users
7. Gatekeepers
BUYING CENTER INFLUENCES
● Characterised by several participants with differing interests, authority, status and persuasiveness.
● Business Buyers also have personal motivations, perceptions and preferences.
Kinds of Buyers
Keep-it simple
Own Expert
Want The Best
Want Everything Done
RECAP
Disclaimer:““These slides were created by Shine Ali, MEC Cochin, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMinternship.com)”
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