“Knowledge of the Process That Organisational Buyers Follow in Making Purchasing Decisions Is Fundamental to Responsive Business Marketing Strategy.”
“Knowledge of the process that organisational buyers follow in making purchasing decisions is fundamental to responsive business marketing strategy.”
INTRODUCTION
In today’s globalised and forever changing world of business, different organisations around the world are finding it very difficult not only to compete but also to be managed efficiently and effectively by management. The world of business is very volatile and forever unpredictable and this is caused by changing and difficult forces, both within the organisations and surrounding the organisations either directly or indirectly .These rapidly changing forces affects organisations as well as the organisational buying process. The organisational buying process explains the time at which a need arises for product or service to the final purchase decision of acquiring the product or service. Wind & Thomas (2001, p. 239) suggested that the organisational buying process and the composition of the buying center tend to vary depending on two sets of factors: the buying situation (whether the purchase is a new task, a modified re buy, or straight re buys) and the idiosyncratic personal, interpersonal, organisational and environmental conditions. Marketing teacher.com suggested that complex forces that encircle the organisational buying process are environmental forces, organisational forces, group forces and individual forces.
Knowledge of the process that organisational buyers follow in making purchasing decisions is fundamental to responsive business marketing strategy because as marketers come up with relevant and appropriate strategies they must first understand a certain process which very vital and it is called the organizational buying process and it consists of 8 major steps which will be discussed fully shortly. According to (Wind & Thomas, 2001) the first step is recognizing the need which is normally from within the organization and it is a step where by a problem is identified for example if the
INTRODUCTION
In today’s globalised and forever changing world of business, different organisations around the world are finding it very difficult not only to compete but also to be managed efficiently and effectively by management. The world of business is very volatile and forever unpredictable and this is caused by changing and difficult forces, both within the organisations and surrounding the organisations either directly or indirectly .These rapidly changing forces affects organisations as well as the organisational buying process. The organisational buying process explains the time at which a need arises for product or service to the final purchase decision of acquiring the product or service. Wind & Thomas (2001, p. 239) suggested that the organisational buying process and the composition of the buying center tend to vary depending on two sets of factors: the buying situation (whether the purchase is a new task, a modified re buy, or straight re buys) and the idiosyncratic personal, interpersonal, organisational and environmental conditions. Marketing teacher.com suggested that complex forces that encircle the organisational buying process are environmental forces, organisational forces, group forces and individual forces.
Knowledge of the process that organisational buyers follow in making purchasing decisions is fundamental to responsive business marketing strategy because as marketers come up with relevant and appropriate strategies they must first understand a certain process which very vital and it is called the organizational buying process and it consists of 8 major steps which will be discussed fully shortly. According to (Wind & Thomas, 2001) the first step is recognizing the need which is normally from within the organization and it is a step where by a problem is identified for example if the