Question

Who might participate in the buying process? How can The Plant Web and the associated marketing campaign impact each of the buying-decision participants?

Answer 1

The major participants in business buying process are:-

1. Initiators-are the ones who initiate or recognize the need of a particular product requirement in the organization for enhancement or to combat depravation.when the top management, maintenance or the engineering department or may such recognise or feel the need. these people who ''initiate'' or start the buying process are called initiators.

2. Users-are the ones who are going to use the product or require it for the smooth functioning of their operations. Under this category come users of various products. If they are technically sound like the R&D, engineering who can also communicate well.

3. Influencers-Influencers can be of different levels and the decisions that they influence might differ from person to person or post to post. These are basically the people who will influence the decision of which product to buy from where and what suitable price to buy it in.

4. Deciders-Among the members, the marketing person must be aware of the deciders in the organisation and try to reach them and maintain contacts with them. the organisational formal structure might be deceptive and the decision might not even be taken in the purchasing department.

5. Buyers-They are people who have formal authority to select the supplier and arrange the purchase terms. They play a very important role in selecting vendors and negotiating and sometimes help to shape the product specifications. Many of these processes are automated now to with the use of computers to save time and money.

6. Approvers-People who authorise the proposed actions of deciders or buyers are approvers. They could also be personnel from top management or finance department or the users.

business buying process are:-

problem recognition someone in the company recognises a problem or need that can be met by acquiring a good or a service.

General need description is the stage in the business buying process in which a buyer describes the general characteristics for aneeded item.

Supplier search is the stage in which the buyer tries to find the best vendors.

proposal solicitation is the stage in which the buyer invites qualified suppliers to submit proposals.

Supplier selection is the stage in which the buyer reviews proposals and select a supplier or suppliers.