Mkting kotler

Guía Marketing:
BUSINESS MARKETS AND BUSINESS BEHAVIOR:
Business buyer behavior: is the buyer behavior of the organizations that buy goods and services for use in the production of other products or services or for the purpose of reselling them to others at a profit.
Business buying process: the decision process by which business buyers determine which products and services their organizationneed to purchase. Find, evaluate, choose among alternatives (suppliers and brands).
Business markets | Business buyers |
Fewer but larger buyers | |
More geographically concentrated | |
Demand is inelastic | |
More professional purchasing effort | |
More formalized | |
More complex decisions | |
| |

Nature of business buying unit: business purchase involves moredecision participants and more professional purchasing effort so this people that is trained to know how to buy know more about the supplier company that the company itself.
Types of decisions and the decisions process: more complex decisions, large sums of money, complex technical and economic considerations, more formalized, detail product specifications, written purchase orders, careful supplierssearches, formal approval.
Supplier development: systematic development of networks of suppliers partners to ensure an appropriate and dependable supply of products and materials for use in making products or reselling them to others.
Questions about the model: what buying decisions do business buyers make? Who participates in the buying process? What are the major influences on buyers? How dobusiness buyers make their buying decisions?

Major types of buying situations:
Straight rebuy.- a business buyer situation in which the buyer routinely reorders something without any modifications.
Modified rebuy. - buyer wants to modify product specifications, prices, terms, or suppliers.
New task.- buyer purchases a product or service for the first time.
Considerations: price limits, paymentterms, order quantities, delivery times, service terms.

System selling: buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation.
Participants In the business
Decision making unit = buying center= all the individuals that play a role in the purchase decision making process.
Users: member of the buyingorganization who will actually use the purchased product or service.
Influencers: people in the organizations buying center who affect the buying decision, they help define specifications and also provide info for evaluating alternatives.
Buyers: who make the actual purchase.
Deciders: who have the formal or informal power to select or approve the final suppliers.
Gatekeepers: control flow ofinfo to others.

Major influences on business buyers
* Environmental factors: economic- primary demand, cost of money, economic outlook. Technological, political, competitive development.
* Organizational factors: objectives, policies, procedures, structures, systems. How many people are involved in the buying decision process? Who are they? What are their evaluative criteria? What are thecompany’s policies and limits to their buyers?
* Interpersonal: authority, status, empathy, persuasiveness
* Individual: age, income, education, job position, personality, risk attitudes.

Business buying process:
1. Problem recognition: Sone recognizes the problem or the need that can be met by acquiring a good or a service.
2. General need description: company describes thegeneral characteristics and quantity of a needed item
3. Product specification: buying organization decides on and specifies the best technical product characteristics for a needed item. Value analysis: an approach to cost reduction in which components are studied to determine if they can be redesigned , standardized or made by less costly methods
4. Supplier search: tries to find the...