1. Factors in B2B Buying Behavior Process Stages; see diagram below Players: roles in “Buying Center” gatekeepers, users, influencers, deciders, purchasers

2. More Factors in B2B Buying Behavior Needs –Organizational needs –Individual needs: role needs personal needs Nuances Variations in behavior based on industry norms, company culture, personal preferences and idiosyncrasies

3. Process Model Define Problem Define Solution Acquire Solution Provider Organizational Needs Clear, concise, tractable Appropriate, affordable, adaptable choice, speed, risk handled Individual’s Needs info, time, design assistance info, convenience, assurance

4. Process Model Develop solution Install, test, train Operate solution Organizational Needs speed, integration, easy ease, speed, comprehensive user friendly, effective, maintain-able Individual’s Needs execution assistance knowledge, learning envrnmt easy to use, easy to fix

5. Process Model End Result -- reach objectives Evaluate Outcomes Organizational Needs effective, efficient information Individual’s Needs recognition communication

6. Some Factors Influencing Process Newness / Routine-ness; Familiarity Volatility of environment Importance of end result Complexity Cost; Budget Risk Politics

7. Customer decision process Problem Recognition Information Search Alternative Evaluation Choice and Purchase Post-purchase Experience

8. Problem Recognition Problem or solution stimuli (trigger) Internal or external stimuli Need state or Want state recognized Does marketing create needs and wants?

9. Information Search What level of information does the customer start with? How much does s/he realize is unknown? Awareness set (A); evoked set (E); consideration set (C). A E C

10. More on Info Search Sources of information –Marketer sources –Nonmarketer sources Search strategies –Routine problem solving –Limited problem solving –Extended problem solving

11. Still More on Info Search Search strategies – systematic vs. heuristic –Heuristics – short-cuts, rules-of-thumb For instance: purchase a known brand Amount of search –Involvement: importance –Perceived risk –Familiarity and expertise –Time pressure –Functional vs. expressive product nature –Information overload

12. Alternative Evaluation Compensatory vs. non-compensatory models –Compensatory used in extended problem solving –Non-compensatory used in routine or limited problem solving, or as a first stage in a two stage process

13. Choice and Purchase Choice identification => Purchase intent => Purchase implementation Why would a consumer delay or not purchase the alternative that is chosen?

14. Post Purchase Experience Decision confirmation and cognitive dissonance Evaluation of experience Satisfaction or dissatisfaction -- expectations Future response

15. Technology Adoption Life Cycle # New Users Time technophiles visionaries pragmatists conservatives laggards

16. Segments in Adoption of New Technologies CHASM VISIONARIES PRAGMATISTS OF DIFFERENT TYPES; SOME CONSERVATIVES? # OF NEW ADOPTERS TIME FIRST PRAGMATISTS TECHNOPHILES