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Section 4

The Business Buying Decision Process

Book Version 3
By Boundless
Boundless Marketing
Marketing
by Boundless
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8 concepts
Decision-Making Units

The group of individuals responsible for making a buying decision in a B2B context are labelled the decision making unit (DMU).

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Buying Centers

A buying center is a group of people within an organization who make business purchase decisions.

Buying Situations

B2B buying situations vary from B2C buying situations, so B2B marketers must develop different capabilities.

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Stages of Business Buying

Understanding the stages of business buying is important to a marketing firm if it is to market its product properly.

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Measuring Vendor Performance

Firms can measure vendor quality, service, availability, and overall reliability to determine future engagement with the vendor.

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Influences on Business Buying

Environmental, organizational, and interpersonal factors all impact the business buying decision process.

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Business Ethics in B2B

Marketers need to incorporate good ethics in their marketing campaigns as they are responsible for the image that a product portrays.

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Customer Service as a Supplement to Products

Customer service is provided before, during, and after the purchase of a product, and is meant to supplement and enhance customer experience.

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