Marketing

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business to business process

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gatekeeper

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The buying center participant who controls information or access to decision makers and influencers.

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influencer

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The buying center participant whose views influence other members of the buying center in making the final decision

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web portal

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An Internet site whose purpose is to be a major starting point for users when they connect to the Web.

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resellers

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Marketing intermediaries that resell manufactured products without significantly altering their form.

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derived demand

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The linkage between consumers' demand for a company's output and its purchase of necessary inputs to manufacture or assemble that particular output.

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buy situation

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new buy

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In a B2B setting, a purchase of a good or service for the first time; the buying decision is likely to be quite involved because the buyer or the buying organization does not have any experience with the item.
-In a new buy situation, the buying center is likely to proceed through all six steps in the buying process and involve many people in the buying decision.

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modified re-buy

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Refers to when the buyer has purchased a similar product in the past but has decided to change some specifications, such as the desired price, quality level, customer service level, options, or so forth.

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straight rebuy

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Refers to when the buyer or buying organization simply buys additional units of products that have previously been purchased.
-Straight rebuys occur when buyers simply buy additional units of products that they had previously purchased.
- Straight rebuys occur when buyers simply buy additional units of products that they had previously purchased and the buyer is often the only member of the buying center involved in the process.
referencesebook & resources

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1. need recognition

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In the first stage of the B2B buying process, the buying organization recognizes, through either internal or external sources, that it has an unfilled need

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2. product specification

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After recognizing the need and considering alternative solutions, including laptop computers, the school district wrote a list of potential specifications that vendors might use to develop their proposals

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Stage 3: RFP Process

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The request for proposals (RFP) is a common process through which organizations invite alternative vendors or suppliers to bid on supplying their required components or specifications. The purchasing company may simply post its RFP needs on its website or work through various B2B web portals or inform their preferred vendors directly

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Stage 4: Proposal Analysis, Vendor Negotiation, and Selection

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The buying organization, in conjunction with its critical decision makers, evaluates all the proposals it receives in response to its RFP. Thus the school district reviews all proposals it receives, together with the school board, representatives from the teachers' union, and perhaps interested parents. Many firms narrow the process to a few suppliers, often those with which they have existing relationships, and discuss key terms of the sale, such as price, quality, delivery, and financing.

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Stage 5: Order Specification

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In the fifth stage, the firm places its order with its preferred supplier (or suppliers). The order includes a detailed description of the goods, prices, delivery dates, and, in some cases, penalties for noncompliance. The supplier then sends an acknowledgement that it has received the order and fills it by the specified date.

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Stage 6: Vendor Performance Assessment Using Metrics

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Just as in the consumer buying process, firms analyze their vendors' performance so they can make decisions about their future purchases. The difference is that in a B2B setting, this analysis is typically more formal and objective

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Derived demand

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reflects the link between consumers' demand for a company's product and the company's purchase of necessary inputs to manufacture or assemble that particular product.

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decider

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ultimately will determine whether to buy, what to buy, how to buy, or where to buy

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autocratic

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An autocratic buying centers, one person makes the decision alone, even though there may be multiple participants.

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Consultative

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buying centers use one person to make a decision but solicit input from others in the process.

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consensus buying center

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When all members of the buying center are required to reach a collective agreement that they can all support, it involves coming to a consensus decision.

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white papers

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The majority of B2B marketers use white papers for their marketing efforts, and the majority of B2B buyers regularly read them prior to making a purchase.