Business to Business Buying
Some
Fundamental
Differences
Decision
Maker
Buying
Criteria
Buying
Motivation
Characteristics
of
Organizational
Buyers
Categories of
Organizational
Buyers
Purchase
policies
Multiple
Buying
Influence
May be a buying center
More complex
rational
economic
emotional
Fewer in number,
Purc hases involve larger dollar volume
Less freedom of decision
Industrial
Wholesale & Retail
Government
set by companies provide guidelines
concerning
performance, service, quality etc.
Product or service must meet these criteria
Several people involved directly or indirectly
in the decision making process.
Many times dollar limits are set and
exceeding these limits requires the approval
of higher level executives.