Business Buying Behavior

Read this chapter, which provides an overview of business-to-business buying behavior. This chapter discusses how B2B markets differ from B2C markets, types of B2B buyers, buying centers, and stages of the B2B buying process. The chapter wraps up with a discussion of international B2B markets, e-commerce, and ethics in the B2B market. From this reading, you will learn what a buying center is and will be able to name the members of buying centers and describe their roles. Pay special attention to the concepts of the decision-making unit (DMU) and the purchase process.

Types of B2B Buyers

Review Questions

  1. What sorts of products do producers buy?
  2. What role do resellers play in B2B markets, and why are they important to sellers?
  3. How do sellers find government buyers? Institutional buyers?
  4. Why is it difficult to figure out whom to call on in business markets?