B2B buying behaviour
chapter 4
l e a r n i n g o b j e c t i v e s
This chapter will help you to:
1 understand the nature and structure of B2B buying;
2 appreciate the differences between B2B and consumer buying;
3 analyse the buying process and the reasons why purchasing varies across
different buying situations; and
4 link B2B buying with the development of marketing strategy.
Introduction
The essence of the marketing philosophy was described at the beginning of this book as the
satisfaction of customers’ needs and wants through the provision of the right products and
services, at the right time, in the right place at the right price. This remains true whether that
customer is an individual or an organisation. All organisations, whether making products or
delivering services, purchase goods and services from a range of suppliers so that they can
run their own operations. Consider, for example, a small local garage. It may purchase not
only petrol, but also spare parts, tools, supplies, some capital machinery, confectionery, and
accountancy services, for instance. Compare that with a large steel producer or car assembly
plant and the thousands of suppliers that are dealt with regularly.
There are, therefore, sufficient differences between individuals and organisations in what
they purchase and the ways in which they go about their purchasing to make separate consideration
worthwhile.
This chapter looks at the special characteristics and problems of B2B markets, beginning
with a definition of B2B marketing and a classification of B2B customers. The characteristics
of B2B markets are then discussed, and attention is given to the ways in which they differ
from consumer mark ...