 Business Market: All organizations that buy goods and services for use in production of other products and services that are sold rented or supplied to other.  Business buying process: the decision making process by which business buyers establish the need for purchased products and services and identify, evaluate and choose among alternative brands and suppliers

 Market structure and demand: Fewer but larger Geographically concentrated Demand derived from final consumer demand Inelastic demand: short run price change  Nature of the buying unit: Professional purchasing efforts.  Type of decisions and the decision process: Complex buying decision Formalized Close n long term relation

THE ENVIRONMENT Marketing stimuli: P`s Other stimuli: Economic, technological, Cultural, social, competitive. THE BUYING ORGANIZATION The buying centre Buying decision process BUYER RESPONSE -Product or service choice -suppliers choice -order quantities -delivery terms and times -service terms -payment

 Straight rebuy  Modified rebuy  New task  System buying

Buying Centre:  Users  Influencers  Deciders  Gatekeepers

 Environmental factors: Economic developments Supply conditions Technological Political and regulatory Competitive Culture and customs  Organizational: Objectives Policies Procedures Organizational structure systems

 Interpersonal Authority Status Empathy Persuasiveness  Individual: Age Education Job position Personality Risk attitudes

 Problem recognition  General need description  Product specification  Suppliers search  Proposal drafting and submission  Supplier selection  Order routine specification  Performance review