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:: Stages of business buying process in the organization
The business buying process is very similar to the consumer buying process, with a few exceptions. Business buying is not gene rally need-driven but it is instead problem-driven (Business markets and business Buying Behavior).
internal stimuli or external stimuli. Company would like to launch new product hence it searches for the suppliers who can supply the material and equipments required for the new product. External stimuli like trade show, conference also helps the company to identify the problem.
Stage 4 - Supplier Search: The buyer now tries to identify the most
appropriate suppliers. The buyer can examine trade directories, do a computer search, phone other companies for recommendations, watch trade advertisements, and attend trade shows. The suppliers task is to get listed in major business directories, develop a strong advertising and promotion program, and build a good reputation in the marketplace. Suppliers who lack the required production capacity or suffer from a poor reputation will be rejected. Those who qualify may be visited to examine their manufacturing facilities and meet their personnel. Qualified suppliers are short-listed for further process.
buyer requires a detailed written proposal from each qualified supplier. The buyer will invite qualified suppliers to make formal presentations. Thus business marketers must be skilled in researching, writing and presenting proposals. Their proposals should be marketing documents, not just technical documents. Their oral presentations should inspire confidence. They should position their companys capabilities and resources so that they stand but from the competition.
selection. During this stage companies will prepare the checklist. Weight ages are assigned against each checklist point and evaluated. Some of the important attributes those commonly found in the vendor evaluations are: a. Quality b. Delivery c. Communication d. Competitive prices. e. Servicing f. Technical advice g. Performance history h. Reputation
but they play their major role in selecting vendors and negotiating. In more complex purchases, the buyers might include high-level managers. 7. Gatekeepers: People who have the power to prevent sellers or information from reaching members of the buying center. For example, purchasing agents, receptionists, and telephone operators may prevent salespersons from contacting users or deciders.