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Adoption process

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Awareness Interest Evaluation Trial Adoption

Relative advantage Compatibility Complexity Divisibility Communicability

Market Structure & demand

Fewer but larger buyers

Derived demand

More inelastic market (to price changes)

Fluctuates more (demand)

Nature of buying unit

Involves more buyers

More professional purchasing effort

Types of decisions & decision process

Biz buyers usually face more complex buying decisions

Buying process is more formalized

Buyers & sellers work closely together & buidclose long term relationships

These are individuals within an organization who participate in making a given purchase decision.

These often function as buying centers The final purchase decision is made determined

in part by individual power, expertise, the degree of influence each functional area possesses

DMUs are largest in Product Introduction stage and become smaller as the stages progress.

Straight Modified New TaskRebuy Rebuy

Users Influencers Buyers Deciders Gatekeepers

Buying on the internet Reverse auctions Trading exchanges Company buying sites ( ex GE ) B-to-B marketers Advantages Cost effective Time saving Frees purchasing people to focus on more

strategic issues

Schools, nursing homes, hospitals, etc that provide services and goods to people in their care.

Federal, state and local – Govt units that purchase or rent goods & services for carrying out the main functions of the Govt

Some like Tata Motors, Kodak and Goodyear have established separate govt marketing departments