Discuss the unique aspects of business buying behavior. Business buying behavior is distinguished by five fundamental characteristics. First, buying is normally undertaken by a buying center consisting of many people who range widely in authority level. Second, business buyers typically evaluate alternative products and suppliers based on quality, service, and price—in that order. Third, business buying falls into three general categories: new buys, modified rebuys, and straight rebuys. Fourth, the ethics of business buyers and sellers are often scrutinized. Fifth, customer service before, during, and after the sale plays a big role in business purchase decisions.
1. A colleague of yours has sent you an e-mail seeking your advice as he attempts to sell a new voice-mail system to a local business. Send him a return e-mail describing the various people who might influence the customer’s buying decision. Be sure to include suggestions for dealing with the needs of each of these individuals.
2. Intel Corporation supplies microprocessors to Hewlett-Packard for use in its computers. Describe the buying situation in this relationship, keeping in mind the rapid advance of technology in this industry.