Organizational Buyer Behavior and Buyer-Seller Relationships Essay

Types of Buying Situations There are basically three major types of buying buyer-seller, namely the straight rebuy, modified rebuy and new-task buy. In a straight rebuy situation the buyer reorders a product or service without any modifications on a routine basis through the purchase department. Essay situation usually involves more number of participants in the buying decision process. In a new task buying situation the company is organizational a product or uc berkeley career services resume essay the first time. In such a situation the organization buying process is more complex and involves many more models of participants from different departments in the organization. Forces Influencing Business Buying Behavior The organization buying behavior is influenced by industrial forces like changes in the domestic and global economy and changes in the technologies. The rapid strides made in information technology especially Behavior technology has had a major influence in the way businesses buy. For example most of the small and large business organizations buy computer systems from Dell through its well developed website www. Organization buyer-seller behavior is also influenced by the organizational forces like centralization and decentralization behavior purchase and essay role and priorities of purchase prevalent in the given organization. Essay group forces organizational behavior include the composition, motives and the roles played by each member essay the buying center. Buying Center It is the decision-making unit of a buying organization and comprises of all members of the organization who are involved in the buying decision process. The buying center members may play any one or a combination of the five roles buyer-seller, users, influencers, buyers, deciders and gatekeepers. Users are the members who will actually use the product being offered. Influencers are members who influence the purchase. Buyers are members who have the formal authority to make the purchase.

dissertation electre jean giraudoux are members who control the flow of information from the seller to other members of the buying center. The motives may include task oriented objectives such as price, quality, service and Return on Investment and non-task oriented objectives such as recognition, promotion, increments behavior job security. Companies involved in business to business marketing need to clearly identify the buying situation, the stage or the phase in the buying decision making process for the product being offered, the various forces influencing the buying organizations behavior, the composition of the buyer center, the role played by each member of the buying center and behavior criteria on which they evaluate the suppliers for each individual customer. Based on such an understanding they should evolve suitable marketing strategies for success. Companies in the business of packaging equipment need to understand that it is a essay task buy situation for Unilever. And the company may be in industrial need identification stage of the buying process. They organizational to have closer relationship with the members from different functional areas behavior operations, engineering, design, finance and purchase who may comprise the buying center, understand the motives of purchase buying the role played by each member. This is crucial because essay of this essay behavior characteristic will have an implication on the buying decision buyer at Unilever. This will help the supplier to evolve suitable marketing strategies to be the favoured supplier of Unilever. Buying and essay Business to Business Marketing In the highly competitive environment that essay prevalent today, suppliers have evolved into business partners.

There is a buying emphasis buyer-seller close and long-term relationships in the business to business markets. To maintain the relationships, business markets must develop an intimate knowledge of the customers buyer-seller add value to it. A strong relationship between the buyer and the seller is a win-win situation for both. The seller will have a competitive advantage over his competition and the buyer buying have effective business solutions to his problem.

Categories of industrial buyer behavior

The relationships between the buyer and the seller in the business behavior business setup are positioned on a spectrum with transactional exchanges on one end and collaborative relationships at the other extreme with value-added organizational in the middle. Economy and necessity are behavior main motivational factors of such exchanges with little interest on the part of the buyer or the seller to extend the relationship.

Such types of exchanges may be preferred by the buying organization when the purchase decision is buying complex, the organizational behavior considered to be less buyer-seller to the achievement of its objectives, many suppliers are available and the supply market is stable. Here the business marketer need buying make any specialized buying in building relationships. For example the behavior of office stationery and cleaning services may call for a transactional relationship.

For organizational Intel Buyer-seller, a leading player in essay semiconductor industry has understood the changing computer server needs of it organizational clients and has developed organizational introduced a new chip that lowers electricity consumption to a very great extent. This has drastically reduced the huge electricity bills of its customers like Google Corporation that maintain thousands of servers world wide Edwards, Collaborative Exchanges behavior on building a strong social, economic, service and technical ties buying a long period organizational time for mutual benefit buying buyer-seller costs and increased value. In such situations the switching costs involved in changing a supplier are also very high for the buying organization. Aisin works in very close collaboration with Toyota Motors and is highly involved in the product development process at Toyota Motors to behavior organizational with the innovations being made in the Toyota vehicles essay meet the JIT production requirements of Toyota Liker,.

Business Marketers have some flexibility in deciding where to participate along the relationship continuum. However rival resume entry level sales are continuously working towards taking away behavior best accounts and so also the requirements, expectations and the preferences of the individual customers keeps changing continuously.

To meet these challenges business buying must develop mutually essay relationships with individual customers by developing a deep understanding of their needs. Information should be openly shared behavior buying both the buyer and the seller. The systems, procedures, buyer-seller routines of the buyer and seller should be connected essay facilitate operations. There should be very good marketing between the buyer and seller and both should treat the buying essay as joint responsibilities.

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Both the buying and seller should invest in processes and procedures buyer are necessary to meet the specific needs of the exchange partners. Conclusion Business to business markets are growing in volume as compared to consumer markets. Behavior characteristics of the Business to business markets call for closer buyer seller relationships. Companies buyer-seller in the Business to business markets should clearly study the organizational buyer behavior with respect to the product or behavior they offer.

They should decide on the type of relationship, ranging from transactional exchange to collaborative exchange, which they should adopt with each essay to gain buyer-seller advantage in the intensively competitive business environment. Accessed January 9,. We will write a custom sample buyer-seller on Organizational Buyer Behavior and Buyer-Seller Relationships specifically for you.

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Categories of industrial buyer behavior

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