Preview

“Knowledge of the Process That Organisational Buyers Follow in Making Purchasing Decisions Is Fundamental to Responsive Business Marketing Strategy.”

Best Essays
Open Document
Open Document
1715 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
“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

You May Also Find These Documents Helpful

  • Powerful Essays

    Buyer decision processes are the decision making processes undertaken by consumers in regard to a potential market transaction before, during, and after the purchase of a product or service.…

    • 1337 Words
    • 6 Pages
    Powerful Essays
  • Better Essays

    The analysis of the consumer behavior and purchase patterns is extremely important for producing and selling customized products to targeted consumers. Likewise, decision making processes and business purchasing processes are equally important within business organizations. In these processes, the most important element is to identify the factors influencing the main decision-maker in order to customize marketing activities according to decision-makers needs.…

    • 914 Words
    • 4 Pages
    Better Essays
  • Better Essays

    Mkx9550 Past Exam

    • 3074 Words
    • 13 Pages

    a) Kotler, Keller and Burton discuss the advantages and disadvantages of globalization. List and describe these, using examples to illustrate your answer. (10 marks)…

    • 3074 Words
    • 13 Pages
    Better Essays
  • Powerful Essays

    Business Buying Process

    • 1182 Words
    • 5 Pages

    The business market is comprised of organizations that, in some form, are involved in the manufacturer, distribution or support of products or services sold or otherwise provided to other organizations. The amount of purchasing undertaken in the business market easily dwarfs the total spending by consumers. Because the business market is so large it draws the interest of millions of companies worldwide that market exclusively to business customers. For these marketers understanding how businesses make purchase decisions is critical to their organizations’ marketing efforts.…

    • 1182 Words
    • 5 Pages
    Powerful Essays
  • Powerful Essays

    Bt Direct Marketing

    • 5964 Words
    • 24 Pages

    Marketing is considered to be the most visible functional activity of profit-seeking organisations . However, for the appliance of a new Marketing Strategy, many changes have to be done as far as it concerns the complete infrastructure of an organisation, as well as the corporational beliefs and values.…

    • 5964 Words
    • 24 Pages
    Powerful Essays
  • Powerful Essays

    References: 1. Bellizzi, J.A., Product type and the relative influence of buyers in commercial construction. Industrial Marketing Management, Vol. 8, 1979, pp. 213-220. 2. Crow, L.E. and Lindquist, J. D., Impact of organizational and buyer characteristics on the buying center. Industrial Marketing Management 14, 1985, pp. 49-58. 3. Dawes, P. L. et al., Factors affecting the structure of buying centers for the purchase of professional business advisory services. International Journal of Research in marketing, Vol. 9, 1992, pp. 269-279. 4. Johnston, W. J. and Bonoma, T. V., The buying center: structure and interaction patterns. Journal of Marketing, Vol. 45, 1981, pp. 143-156. 5. Johnston, W. J. and Lewin, J. E., Organizational buying behavior: toward an integrative framework. Journal of Business Research 35, 1996, pp.1-15. 6. Kohli, A., Determinants of influence in organizational buying: a contingency approach. Journal of marketing, Vol.53, 1989, pp. 50-65. 7. Naumann, E., The impact of purchase situation and purchase phase on amount and bases of influence in organizational purchasing: an empirical investigation. D.B.A. dissertation, Arizona State University,1981. 8. Robinson, P. J. et al., Industrial Buying and Creative Marketing. Allyn & Bacon, Boston. 9. Sheth, J. N., 1973. A model of industrial buyer behavior. Jo urnal of Marketing, Vol. 37, 1967,pp. 5056. 10. Webster, F. and Wind, Y., A general model for understanding organizational buying behavior. Journal of Marketing, vol. 36, 1972, pp. 12-19.…

    • 2281 Words
    • 10 Pages
    Powerful Essays
  • Good Essays

    When you want more customers for your business it makes it easier to select the best marketing strategy when you understand. The understanding of your customers’ buying behaviour is based on the following:…

    • 1175 Words
    • 5 Pages
    Good Essays
  • Better Essays

    Evolution of selling

    • 1629 Words
    • 5 Pages

    Corporate selling really began to take off following World War II and in the 1950's. The industrial economy evolved as the informational economy. There were two forces that combined that forever changed the sales industry, one was psychology and the other was the process of methodology. These disciplines joined together to demonstrate in a five step method that worked when selling simple products or commodity services in short sales cycle environments. The process worked best through the five step commitment that a buyer would go through, this being methodology. Those steps include; attention, interest, desire, conviction and action. This manipulated the sale and persuaded the buyer and it seemed to work well. But, companies began to see competition rising across most industries, organizations looked to the buyer side of the transaction for ways to improve. What most found was that the key factor in successful marketing is understanding the needs of customers. This now famous “marketing concept” suggests marketing decisions should flow from first knowing the customer and what they want. Then, an organization should initiate the process of developing and marketing products and services according to the satisfaction of the target customer. Marketing has been…

    • 1629 Words
    • 5 Pages
    Better Essays
  • Powerful Essays

    Using these key elements, an analysis of the frameworks discussed by Waller (2004) and Triki, Redjeb & Kamoun (2007) three viable segments have been identified and the concepts of these articles have been applied to gain a greater insight into their buying behaviour processes:…

    • 4352 Words
    • 18 Pages
    Powerful Essays
  • Good Essays

    P and G

    • 12430 Words
    • 50 Pages

    Buyer Behavioral Stage Identify & Manage Criteria Search for Products & Merchants Compare Alternatives & Choose Updated Miles et al. (2000) Modified Guttman et al. (1998)…

    • 12430 Words
    • 50 Pages
    Good Essays
  • Powerful Essays

    Customer behaviour research explains the steps used by customers in selecting, securing, using and disposing of different products and services that usually play a vital part in fulfilling their needs. A sound understanding of customer buying behaviour directly affects the marketing strategy of a business. Basic idea behind every successful marketing strategy is to understand the needs and preferences of the target customers. Customers’ needs can only be met if a business has full understanding about these needs. Understanding of the customer buying attitudes has a key role in a successful strategic marketing plan.…

    • 16192 Words
    • 65 Pages
    Powerful Essays
  • Powerful Essays

    Mccain Foods Marketing Plan

    • 2752 Words
    • 12 Pages

    McCain Foods is a Canadian company that produces potatoes and provided all sorts of fries to their customers all over the world. McCain Foods Company is a well-known potato producer. McCain also competes with public companies such as Kraft Foods, Aviko and ConAgra Foods which have a clear advantage in terms of raising capital because they are also producing potatoes as their main product. Private ownership puts the company at a competitive disadvantage. Even so McCain Foods Company tries to inform…

    • 2752 Words
    • 12 Pages
    Powerful Essays
  • Powerful Essays

    In this essay we will be talking about the difference between consumer buyer behaviour and organisational buyer behaviour and how marketers can harvest this knowledge to create the right marketing strategies for each category of market.…

    • 1877 Words
    • 8 Pages
    Powerful Essays
  • Good Essays

    The organisational market is composed of diverse firms that often require a unique blend of goods and services to attain their own organisational goals. To operate successfully in such an environment, marketers have to isolate factors that stimulate demand and identify a target segment that needs to be served through a comprehensive marketing program. Next, marketers in organisational markets also have to deal with complex buying processes, where often more than…

    • 822 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Buying Centers

    • 7985 Words
    • 32 Pages

    Industrial marketing consists of all activities involved in the marketing of products and services to organizations that use products and services in the production of consumers or industrial goods and services. Such organizations include, commercial enterprises, profit and not for profit institutions, government agencies and resellers.…

    • 7985 Words
    • 32 Pages
    Powerful Essays