6-1
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
it ’s good and
good for you
Chapter Six
Business Markets and Business
Buying Behavior
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Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Business Markets and
Business Buying Behavior
•Business Markets
•Business Buyer Behavior
•The Business Buying Process
•E-Procurement: Buying on the Internet
•Institutional and Government Markets
Topic Outline
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Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Business buyer behavior refers to the buying behavior
of the organizations that buy goods and services for
use in production of other products and services that
are sold, rented, or supplied to others.
Business buying process is the process where
business buyers determine which products and
services are needed to purchase, and then find,
evaluate, and choose among alternative brands
Business Markets
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Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Business Markets
Market Structure and Demand
Fewer and larger buyers
Derived demand
•Inelastic demand
•Fluctuating demand
Buyer and seller dependency
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Publishing as Prentice Hall
Business Markets
Decision Process
•More complex
•More decision participants
•More professional
purchasing effort
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Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Business Markets
Supplier development
systematic development of
networks of supplier-partners
to ensure an appropriate and
dependable supply of products
and materials that they will use
in making their own products
or resell
Decision Process
Business Buyer Behavior
The Model of Business Buyer Behavior
