Unit 6.AModel ofBusinessBuyer Behavior
Unit 6. A Model of Business Buyer Behavior
AModelofBusinessBuyerBehaviorAt themostbasiclevel,marketers wantto knowhow business buyers will respond to variousmarketing stimuli.Figure 6.1 shows a model ofbusiness buyer behavior. In this model, marketingand other stimuli affect the buying organizationand produce certain buyer responses.As withconsumer buying,the marketing stimuliforbusiness buying consist of thefour Ps:productprice,place,and promotion.Other stimuli includemajorforcesin theenvironment:economic,technological,political,cultural,and competitive
A Model of Business Buyer Behavior At the most basic level, marketers want to know how business buyers will respond to various marketing stimuli. Figure 6.1 shows a model of business buyer behavior. In this model, marketing and other stimuli affect the buying organization and produce certain buyer responses. As with consumer buying, the marketing stimuli for business buying consist of the four Ps: product, price, place, and promotion. Other stimuli include major forces in the environment: economic, technological, political, cultural, and competitive
These stimuli enter the organization andare turned into buyer responses: product orservice choice; supplier choice; orderquantities;and delivery,service,andpayment terms. In order to design goodmarketing-mix strategies,the marketermust understand what happens within theorganizationto turn stimuliinto purchaseresponses
These stimuli enter the organization and are turned into buyer responses: product or service choice; supplier choice; order quantities; and delivery, service, and payment terms. In order to design good marketing-mix strategies, the marketer must understand what happens within the organization to turn stimuli into purchase responses
ModelofBusinessBuyerBehavior(See P94 Fig.6.1)BuyerResponsesThe EnvironmentTheBuyingOrganizationProduct orMarketingservice choiceThe buyingStimuli:center·ProductSupplierChoice·PriceBuying decision·PlaceOrderQuantitiesprocess·PromotionDeliveryterms(InterpersonalandOtherStimuli:and timesindividualinfluences·Economic.TechnologicalService terms·Political(Organizational·CulturalInfluencesPayment·Competitive
4 Model of Business Buyer Behavior (See P94 Fig. 6.1) The Environment Marketing Stimuli: •Product •Price •Place •Promotion Other Stimuli: •Economic •Technological •Political •Cultural •Competitive The Buying Organization The buying center Buying decision process (Interpersonal and individual influences) (Organizational Influences) Buyer Responses Product or service choice Supplier Choice Order Quantities Delivery terms and times Service terms Payment
The modelinFigure 6.1 suggestsfourquestionsaboutbusinessbuyerbehavior:1.What buying decisions do businessbuyers make?2.Who participates in the buying process?3.What are the major influences onbuyers?4.How do business buyers maketheirbuyingdecisions?
The model in Figure 6.1 suggests four questions about business buyer behavior: ◼ 1. What buying decisions do business buyers make? ◼ 2. Who participates in the buying process? ◼ 3. What are the major influences on buyers? ◼ 4. How do business buyers make their buying decisions?