Introduction
This chapter provides an overview of business to business buying behavior. Topics discussed include ways B2B markets differ from B2C markets, types of B2B buyers, buying centers, and stages of the B2B buying process. The chapter wraps up with a discussion of international B2B markets, e-commerce and ethics in the B2B market.
Learning Objectives
- Identify ways in which business-to-business (B2B) markets differ from business-to-consumer (B2C) markets. Explain why business buying is acutely affected by the behavior of consumers.
- Describe the major categories of business buyers. Explain why finding decision makers in business markets is challenging for sellers.
- Explain what a buying center is. Explain who the members of buying centers are and describe the roles they play. Describe the duties of professional buyers. Describe the personal and interpersonal dynamics that affect the decisions buying centers make.
- Outline the stages in the B2B buying process. Explain the scorecard process of evaluating proposals. Describe the different types of B2B buying situations and how they affect sellers.
- Describe the reasons why firms in the same industries are often located in the same geographic areas. Explain the effect e-commerce is having on the firms, the companies they do business, where they are located, and the prices they charge. Outline the different types of e-commerce sites and what each type of site is used for.
- Explain how the ethical dilemmas B2B markets face differ from the ethical dilemmas B2C marketers face. Outline the measures companies take to encourage their employees and executives act in ethical ways.