Principles of Marketing, 17/e

Business Buyer Behavior

Author Comment

Business buying decisions can range from routine to incredibly complex, involving only a few or very many decision makers and buying influences.

At the most basic level, marketers want to know how business buyers will respond to various marketing stimuli. Figure 6.1 shows a model of business buyer behavior. In this model, marketing and other stimuli affect the buying organization and produce certain buyer responses. To design good marketing strategies, marketers must understand what happens within the organization to turn stimuli into purchase responses.

Figure 6.1

A Model of Business Buyer Behavior