Business buying process case study
From: Nelson R.
Category: newspapers research
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The organizational buying process contains eight stages, which are listed in the figure below. Although these stages parallel those of the consumer buying process, there are important differences that have a direct bearing on the marketing strategy. The complete process occurs only in the case of a new task. In virtually all situations, the organizational buying process is more formal than the consumer buying process.
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The group of individuals responsible for making a buying decision in a B2B context are labelled the decision making unit DMU. In the business-to-business B2B context as opposed to B2C , buying decisions are made in groups. The group responsible for making the buying decision in companies is referred to as the decision making unit DMU. Within organizations, major purchases typically require input from various parts of the organization, including finance, accounting, purchasing, information technology management, and senior management.
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Worried about plagiarism? Read this. Help Login Sign Up. Buyer behavior can be defined as the activities and decision processes that involves in choosing between alternatives, procuring and using products or services.
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