Published on March 15, 2014
Awareness Interest Evaluation Trial Adoption
Relative advantage Compatibility Complexity Divisibility Communicability
Market Structure & demand Fewer but larger buyers Derived demand More inelastic market (to price changes) Fluctuates more (demand) Nature of buying unit Involves more buyers More professional purchasing effort
Types of decisions & decision process Biz buyers usually face more complex buying decisions Buying process is more formalized Buyers & sellers work closely together & buid close long term relationships
These are individuals within an organization who participate in making a given purchase decision. These often function as buying centers The final purchase decision is made determined in part by individual power, expertise, the degree of influence each functional area possesses DMUs are largest in Product Introduction stage and become smaller as the stages progress.
Straight Modified NewTask Rebuy Rebuy
Users Influencers Buyers Deciders Gatekeepers
Buying on the internet Reverse auctions Trading exchanges Company buying sites ( ex GE ) B-to-B marketers Advantages Cost effective Time saving Frees purchasing people to focus on more strategic issues
Schools, nursing homes, hospitals, etc that provide services and goods to people in their care.
Federal, state and local – Govt units that purchase or rent goods & services for carrying out the main functions of the Govt Some like Tata Motors, Kodak and Goodyear have established separate govt marketing departments
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Viele übersetzte Beispielsätze mit "adoption process" – Deutsch-Englisch Wörterbuch und Suchmaschine für Millionen von Deutsch-Übersetzungen.