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ANALYSING
BUSINESS
MARKETS
PART III
Participants in the Business Buying Process
•Purchasing agents are influential in straight-rebuy and
modified-rebuy situat...
• It is the decision-making unit of the
buying organization
• consists of all individuals who participate
in the purchasin...
ROLES IN
BUYING
CENTER
Initiators
Users or others in the
organization who
request that something
be purchased
Users
•Those who will use the
product or serice.
•They initiate the buying
proposal and help
define the product
requiremen...
Influencers
•People who influence the
buying decion.
•They often help define
specifications and provide
information for ev...
Deciders
People who decide
on product
requirements or on
suppliers
Approver
People who
authorize the
proposed actions of
deciders or buyers
Buyer
•People who have formal
authority to select the
supplier and arrange the
purchase items.
•Buyers may help shape
prod...
Gatekeeper
People who have
the power to
prevent sellers or
information from
reaching members
of the buying
center.
Buying center roles
Buying center Influences
Targeting Firms
and
Buying
Centers
Successful Business-to-Business
marketing marketers know which
types of companies to focus on in
their selling efforts, as...
Targeting
Firms
• Business marketers may divide the
marketplace in many different ways to decide
on the types of firms to which they will ...
• In developing selling efforts, business marketers
can also consider their customer’s customers, or
end users, if these a...
Big
sales
to
Small Business
Guidelines for
selling to small
Business
DON’T LUMP SMALL AND MIDSIZE
BUSINESSES TOGETHER
USE THE INTERNET
DON’T FORGET ABOUT
DIRECT CONTACT
DO PROVIDE SUPPORT AFTER SALE
DO YOUR HOMEWORK
TARGETING
WITHIN
THE
BUSINESS
CENTER
• Who are the major decision
participants?
• What decisions do they
influence?
• What is their level of influence?
• What ...
• Small sellers concentrate on reaching the key
buying influencers.
• Large sellers go for multilevel in-depth selling
to ...
A number of different
people play a role in
the purchase of
hospital products such
as surgical gowns; all
these people hav...
Created by Aburvaa Ramesh, SVCE ,
during an internship
By Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
6.3)Who participates in B2B buying process?
6.3)Who participates in B2B buying process?
6.3)Who participates in B2B buying process?
6.3)Who participates in B2B buying process?
6.3)Who participates in B2B buying process?
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6.3)Who participates in B2B buying process?

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Analysing Business Markets - Business buying process

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6.3)Who participates in B2B buying process?

  1. 1. ANALYSING BUSINESS MARKETS PART III
  2. 2. Participants in the Business Buying Process •Purchasing agents are influential in straight-rebuy and modified-rebuy situations • Engineering personnel usually have a major influence in selecting product components and purchasing agents dominate in selecting suppliers
  3. 3. • It is the decision-making unit of the buying organization • consists of all individuals who participate in the purchasing decision-making process,who share some common goals and the risks arising from the decisions
  4. 4. ROLES IN BUYING CENTER
  5. 5. Initiators Users or others in the organization who request that something be purchased
  6. 6. Users •Those who will use the product or serice. •They initiate the buying proposal and help define the product requirements.
  7. 7. Influencers •People who influence the buying decion. •They often help define specifications and provide information for evaluating alternatives.
  8. 8. Deciders People who decide on product requirements or on suppliers
  9. 9. Approver People who authorize the proposed actions of deciders or buyers
  10. 10. Buyer •People who have formal authority to select the supplier and arrange the purchase items. •Buyers may help shape product specifications,but they play their major role in selecting vendors and negotiating.
  11. 11. Gatekeeper People who have the power to prevent sellers or information from reaching members of the buying center.
  12. 12. Buying center roles
  13. 13. Buying center Influences
  14. 14. Targeting Firms and Buying Centers
  15. 15. Successful Business-to-Business marketing marketers know which types of companies to focus on in their selling efforts, as well as who to concentrate on within the buying centers in those organizations
  16. 16. Targeting Firms
  17. 17. • Business marketers may divide the marketplace in many different ways to decide on the types of firms to which they will sell. • Finding those business sectors with the greatest growth prospects, most profitable customers and most promising opportunities for the firm is crucial.
  18. 18. • In developing selling efforts, business marketers can also consider their customer’s customers, or end users, if these are appropriate. • Many business-to-business transactions are to firms using the products they purchase as components or ingredients in products they sell to the ultimate end users.
  19. 19. Big sales to Small Business
  20. 20. Guidelines for selling to small Business
  21. 21. DON’T LUMP SMALL AND MIDSIZE BUSINESSES TOGETHER
  22. 22. USE THE INTERNET
  23. 23. DON’T FORGET ABOUT DIRECT CONTACT
  24. 24. DO PROVIDE SUPPORT AFTER SALE
  25. 25. DO YOUR HOMEWORK
  26. 26. TARGETING WITHIN THE BUSINESS CENTER
  27. 27. • Who are the major decision participants? • What decisions do they influence? • What is their level of influence? • What evaluation criteria do they use?
  28. 28. • Small sellers concentrate on reaching the key buying influencers. • Large sellers go for multilevel in-depth selling to reach as many participants as possible • Business marketers must periodically review their assumptions about buying center participants
  29. 29. A number of different people play a role in the purchase of hospital products such as surgical gowns; all these people have their own objectives and interests
  30. 30. Created by Aburvaa Ramesh, SVCE , during an internship By Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com

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