Organisation Buyer Behaviours

Upon completion of this section, you will be able to understand:

Characteristics of Organisation Buyers

Factors that Influence Organisation Buying

Decisions Organisational Buying Process Relationship Marketing for B2B Relationship Types

Factors that Influence Organisation Buying Decisions

Economic environment

Physical/location environment
Competitive environment Technological environment Legal-political environment Ethical environment

Organisational Buying Process

Step 1: Need Identification and Recognition

Step 2: Product Specification and Objectives

Development Step 3: Suppliers Invitation for Bidding Process Step 4: Formalize and Finalize on Purchase Decision Step 5: Issuing the Contract Step 6: Quality Control and Purchase Verification Step 7: Suppliers Performance Evaluation

Relationship Marketing for B2B

Understanding customer needs

Treating customer as partners

Ensuring that employees satisfy customer

needs Providing customers with best possible quality, relative to individual needs

Relationship Types
Repeated, ongoing relationship

Solution-oriented, total system effort

Long time period before selling effort pay

off Continuous adjustment of needs Innovative solutions

Review Questions

Your company is inviting five IT outsourcing companies to bid for your Customer Relationship Project. In the process, what are the factors that will influence your firms decision on which vendor to hire? You are the new business development executive for a multinational company that specialises in corporate portals. Explain what are the common decision processes that this firm will take. What are the different types of business relationships? How do you establish a business relationship? Explain the process