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    one of the key characteristics of a b2b buying process is the number of individuals involved in making buying decisions. in order for an organization to control this process, what does it do?

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    Understanding the B2B Buying Process: The Key Factors and Stages That Affect B2B Decisions

    The B2B buying process is more complicated than most consumer purchases. Adience takes an in-depth look at what the typical B2B purchase entails.

    INSIGHTS

    Understanding the B2B buying process: the key factors and stages that affect B2B decisions

    September 10, 2020

    CONTENTS

    Differences between B2C and B2B purchase decisions

    B2B purchases are, on average, higher value than B2C purchases. B2B products can also be more customized or complex than B2C products.

    And once a B2B product or service is purchased, customers often have limited ability to change supplier, either because of a lack of alternatives or because the change would be time-consuming or expensive.

    As a result, B2B purchasing decisions can be more business-critical and involve more risk than B2C purchases.

    To minimize the risk of making the wrong decision, organizations take a slightly different approach to buying products and services than consumers. As a result, B2B purchases typically involve several stakeholders and several stages.

    The B2B decision-making unit

    The B2B decision-making unit often has multiple levels of seniority. A junior or mid-level individual/team may undertake most of the decision-making process, but someone senior oversees the process and approves the final decision.

    And, as Google discovered in 2015, the ‘approver’ isn’t always in the C-suite.

    The decision-making unit may also include multiple functions or departments:

    Many departments may be impacted by a purchase and may need to provide their input to the decisions. For example, a CRM might be used by both Sales and Marketing. Both departments are likely to have an opinion about what they need. Also, Operations and IT teams will have to integrate the CRM into their systems and may have thoughts about which product would or wouldn’t work

    In specific organizations, Finance or Procurement teams can influence decisions, making sure that the organization is getting good value

    Each stakeholder is likely to have a defined role. In the example above, the IT team will influence the process but not be responsible for the final decision. Sales and Marketing departments will likely lead the process as they will be the primary users of the product.

    As a result, each department’s influence varies according to the product or service being purchased. Research by LinkedIn has found that IT and Finance departments are most influential across all buying decisions. That is presumably because so many purchases impact them directly or indirectly.

    Because of the different levels of seniority and the various departments involved in decisions, the average B2B purchasing decision in 2017 involved 6.8 stakeholders.

    And this number is trending upwards. In 2015, the equivalent number was 5.4.

    The B2B decision-making process

    B2B purchasing decisions tend not to be impulsive, often involving multiple stages over time. Indeed, certain purchases can take a year or more.

    There is evidence that the time taken to make B2B decisions has increased. In 2019, 68% of buyers indicated that their B2B purchases were taking more time than they had previously.

    Each organization’s decision-making process is different. To make it easier to evaluate and compare these processes, analysts have developed a variety of decision-making models. These models typically standardize the B2B buying process into 5-7 stages. For example:

    Recognizing there is a problem or need

    Evaluating and comparing available solutions

    Defining the requirements for the product or service

    Selecting a supplier

    Justifying the decision

    While these models are useful, they have significant limitations:

    They can make it seem that a decision was a lot more formal than it was in reality. Let’s take the example of a small business purchasing paper for its printer. A team member may have spotted that the printer was running low, checked which type of paper was required, and shopped around online to find the lowest price. The buyer may have, in theory, undertaken most of the stages listed above, but saying that they used a multi-stage buying process hides the fact that the purchase was informalThey make it seem that decisions are more linear than they are in reality. It is assumed that buyers follow each of the above stages sequentially. In reality, the decision-making process is non-sequential. Buyers may revisit the same ‘stage’ multiple times, often simultaneously

    According to Gartner, it is best to view the decision-making stages as discrete tasks that buyers need to complete as part of the purchase. They may revisit each task multiple times throughout the purchase process.

    Each task has specific requirements.

    1. Recognizing there is a problem or need. The buying process begins when a business recognizes a problem. The trigger for this moment may be a specific pain point. Alternatively, the business may notice that another company is doing something differently or better.

    We often recommend re-framing the ‘problem’ in terms of a ‘job’ that the company is trying to achieve. This alternative perspective can help businesses to think about product development differently, unlocking innovation. For more on the ‘jobs to be done’ framework, click here.

    2. Evaluating and comparing available solutions. Once a business recognizes its problem, it has to consider how to solve it.

    Source : www.hello-adience.com

    Lesson 6: Consumer Behavior Flashcards

    Study Lesson 6: Consumer Behavior flashcards. Create flashcards for FREE and quiz yourself with an interactive flipper.

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    Lesson 6: Consumer Behavior

    51cards Marketing

    Marketing Principles & Concepts

    Consumers begin the buying process when they identify or experience _____, such as products, promotions, or political or cultural events.

    internal stimuli external stimuli rational behavior emotional behavior external stimuli

    The phenomenon known as cognitive dissonance often appears during the _____ stage of the decision-making process.

    postpurchase

    need recognition information search alternative evaluation

    postpurchase

    If a purchase decision is a routine purchase in which the customer’s impact on the decision is minimal, it is considered a _____ decision.

    low-interest high-interest low-involvement high-involvement low-involvement

    The relationship formed between the seller and the customer after they both assess trade-offs and swap value is called the _____ process.

    buying exchange selling sharing exchange

    In the end, marketing is about creating and satisfying _____.

    decisions motives needs wants wants

    A(n) _____ is the inner drive or pressure to take action to satisfy a need.

    attitude belief motive value motive

    The _____ refers to the consumer’s approach to solving a particular problem and how much effort it requires.

    buying task life stage concept purchase decision

    situational influence

    buying task

    Which of the following is involved in the concept of a consumer’s life stage?

    Age

    .Gender Whether the person owns a car

    Whether the person is recently retired

    Whether the person is recently retired

    A _____ group is a group of people a person comes into contact with through friendship, face-to-face interaction, or indirect contact that influences their consumer behavior.

    focus market reference social reference

    Which category of situational factors influences a customer's problem-solving process?

    Country of origin factors

    Economic factors Lifestyle factors Personal factors Economic factors

    What is the final stage in the B2B buying process?

    Supplier selection

    The performance review

    Order-routine specification

    The general need description

    The performance review

    The simplest type of B2B buying situation is the _____.

    new task solution sale straight rebuy modified rebuy straight rebuy

    A buyer’s position within a company is a(n) _____ factor that may play a role in the outcome of a B2B sale.

    individual organizational psychological situational individual

    One of the key characteristics of a B2B buying process is the number of individuals involved in making buying decisions. In order for an organization to control this process, what does it do?

    It creates a streamlined, simple buying process.

    It determines who will make all buying decisions.

    It defines and enforces rules for buying decisions.

    It removes levels of review and oversight from the buying process.

    It defines and enforces rules for buying decisions.

    How is the B2B buying process different from the consumer buying process?

    Routine purchases are more common in the B2B process.

    Multiple individuals are usually involved in the B2B process.

    Customers are more alike and less unique in the B2B process.

    Psychological and interpersonal factors do not apply in the B2B

    Multiple individuals are usually involved in the B2B process.

    Sandy is a buyer for a museum gift shop. Her organization uses a large amount of gift-wrapping supplies, so she decides to negotiate an agreement with a local maker of these supplies to automatically ship them to the museum once a week. This type of arrangement is called a(n) _____.

    market exchange

    strategic transaction

    e-procurement process

    order routine specification

    e-procurement process

    Which action would be considered an example of non-experiential learning?

    Learning about painting by painting a self-portrait

    Taking a marketing class that includes an internship

    Teaching oneself about clock repair by reading a book

    Joining a soccer team and playing with them to learn the game

    Teaching oneself about clock repair by reading a book

    Which of the following products or services are most likely to be high-involvement decisions? Select all that apply.

    A haircut An automobile

    An engagement ring

    A meal at a restaurant

    An automobile An engagement ring

    Which of the following needs would be found in the lowest level of Maslow’s Hierarchy?

    Acceptance Food Love Safety food

    True or false: In the end, marketing is mostly about creating and satisfying the consumer’s needs.

    False

    When an organization orders a good or service it has ordered in the past with no modification, it is known as a _____.

    new task solution sale straight rebuy buying situation straight rebuy

    A person’s culture is represented by a large group of people with a similar _____.

    heritage language race or ethnicity

    geographic background

    heritage

    Source : www.chegg.com

    Principles of Marketing

    Start studying Principles of Marketing - Chapter 6. Learn vocabulary, terms, and more with flashcards, games, and other study tools.

    Principles of Marketing - Chapter 6

    In the end, marketing is about creating and satisfying _____.

    Click card to see definition 👆

    wants

    Click again to see term 👆

    Consumers begin the buying process when they identify or experience _____, such as products, promotions, or political or cultural events.

    Click card to see definition 👆

    external stimuli

    Click again to see term 👆

    1/45 Created by ady_shawcroft_stahl

    Terms in this set (45)

    In the end, marketing is about creating and satisfying _____.

    wants

    Consumers begin the buying process when they identify or experience _____, such as products, promotions, or political or cultural events.

    external stimuli

    If a purchase decision is a routine purchase in which the customer's impact on the decision is minimal, it is considered a _____ decision.

    low-involvement

    The relationship formed between the seller and the customer after they both assess trade-offs and swap value is called the _____ process.

    exchange

    The phenomenon known as cognitive dissonance often appears during the _____ stage of the decision-making process.

    post-purchase

    Which category of situational factors influences a customer's problem-solving process?

    economic factors

    A(n) _____ is the inner drive or pressure to take action to satisfy a need.

    motive

    A _____ group is a group of people a person comes into contact with through friendship, face-to-face interaction, or indirect contact that influences their consumer behavior.

    reference

    The _____ refers to the consumer's approach to solving a particular problem and how much effort it requires.

    buying task

    Which of the following is involved in the concept of a consumer's life stage?

    Whether the person is recently retired

    The simplest type of B2B buying situation is the _____.

    straight rebuy

    What is the final stage in the B2B buying process?

    the performance review

    One of the key characteristics of a B2B buying process is the number of individuals involved in making buying decisions. In order for an organization to control this process, what does it do?

    It defines and enforces rules for buying decisions.

    How is the B2B buying process different from the consumer buying process?

    Multiple individuals are usually involved in the B2B process.

    A buyer's position within a company is a(n) _____ factor that may play a role in the outcome of a B2B sale.

    individual

    Which of the following needs would be found in the lowest level of Maslow's Hierarchy?

    food

    The buyer in a B2B sale writes the final order with the supplier at which stage of the process?

    before the performance review

    Individual traits and characteristics such as _____ can shape a buyer's purchasing decisions. Select all that apply.

    - lifestyle - motivation - demographics

    _____ factors, such as a person's job tenure and position in the organization, generally apply to B2B buying behavior but not to consumer behavior.

    individual

    Which action would be considered an example of non-experiential learning?

    Teaching oneself about clock repair by reading a book

    Larry works for a large medical supply company, where he has the responsibility of ordering supplies and equipment for the front office. When two of the office's computers need to be replaced, he speaks with Bern, a computer salesman, about replacing them. Bern suggests purchasing a full surge protection system to guard his office's computers against further damage, and Larry decides to make this purchase. What is the name for this type of sale?

    solution sale

    In the black box model, the buyer's response to stimuli may be influenced by which internal factors? Select all that apply.

    - beliefs and attitudes

    - methods of payment

    _____ is the process of having one's learning validated through rewards or punishments that will confirm that what was learned was correct.

    reinforcement

    Subcultures develop around communities that share common _____. Select all that apply.

    - beliefs - experiences

    Which of the following is a type of external stimuli that a consumer may experience in the buying process? Select all that apply.

    - political - advertisements

    - technological advancements

    True or false: In the B2B buying process, fewer levels of consideration, review, and approval are required for more expensive purchases, unlike in the consumer buying process.

    false

    Marketers should take steps to reduce or avoid cognitive dissonance at which stage in the buying process?

    After the post-purchase stage

    Consumer behavior refers to buyers who are purchasing products for _____ use. Select all that apply.

    - family - personal - organizational

    Purchasing decisions made in the B2B buying process tend to be more _____ intensive than those made in the consumer process.

    informative

    John is shopping for ingredients to make an apple cobbler, which he always brings to his family's annual reunions. When he looks for Honeycrisp apples, the variety he usually uses, he finds the supermarket bin to be empty. The produce clerk tells John that the supermarket is out of Honeycrisp apples, but that another location several miles away just received a fresh shipment that morning. John then notices that the store has an appetizing selection of Gala apples, and decides that they might work for his cobbler as well. What stage of the consumer decision process does this action represent?

    Source : quizlet.com

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