B2b Decision Buying Process : Business

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B2B Decision Buying Process When looking at demand, a business must consider what is influencing this demand. The business buyer behavior model relating to the influence can be seen in Figure 2 in the Appendix. In a few ways, both B2B and B2C markets are similar in influence however the main difference is seen in the buying unit, the types of decisions made and the decision process (Kotler, 2012, p. 192). In the B2B environment, one can see that the marketing mix, which will be discussed later on, and also other stimuli under the name PESTLE affect the business market. The PESTLE stimuli can be referred to as the political, economical, social/cultural, technological, legal/competitive, and the environmental, where each of these aspects affect the market in one way or another. We then move to the buying organization and center, where the individual influences occur that is seen between the B2B buyers and sellers. According to Webster and Wind in 1972, “… the decision making process by which formal organizations establish the need for purchased products and services, and identify, evaluate and choose among alternative brands and suppliers” (Henneburg (a), 2014, p. 22). In the organization buying behavior, there are many influential aspects that need to be considered. The main question that must be answered is “Who is involved?” The buying center is made up of five different roles that are vital in the decision-making process. First are the users who are part of the
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