BECOMING A GUERRILLA

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CHAPTER 5 THE BUSINESS DECISION-MAKING PROCESS
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CHARACTERISTICS OF BUSINESS TO BUSINESS MARKETS
? Demand ? Market demographics ? Buyer-seller
relationship ? initiator ? influencer
? gate-keeper ? user ? decider
? purchaser ? Direct purchasing ? Reciprocity
3
BUSINESS-TO-BUSINESS CUSTOMERS AND THEIR
REQUIREMENTS
? Types of customers ? The buying centre
? centralization ? formalization
? complexity ? size ? participation ? Obj
ectives of business-to-business buyers ? The
evaluation of products and suppliers ? value
analysis ? make-or-buy decisions ? Supplier
evaluation
4
THE DECISION-MAKING PROCESS
? The Buygrid analytical framework ? The
Webster and Wind model ? The Sheth model ? The
knowledge gap
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A NEW STRATEGIC FRAMEWORK THE 4 R MODEL
? Risk management ? Recommendations and
references ? Relationship marketing ? Realizatio
n of performance ? Key account management ?
Supplier alliances/partnerships ? Globalization/
internationalization
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? Risk management ? information ? brand
awareness ? reputation
? Recommendations and references ? WOM ? responsiv
eness ? dramatic recovery
? Realization of performance ? customer
expectations ? needs, performance ? quality,
research
? Relationship marketing ? long-term ? interdepend
ence ? part-time
? Key account management ? pre-key, early
key ? mid-key, partnership key ? synergistic key