How does it impact product or vendor decision?
Toolkit :- 1.Buying Situation
New task
Straight Rebuy
Modified Rebuy
The transaction( purchase )
process
DMU evolves during the
buying process. It is a group of
individuals from different
areas of expertise critical for
the purchasing decision. The
DMU takes shape in response
to the needs and specific
requirements of buyers.
Buying party consist of 6
different roles:- Users,
Gatekeepers, Influencers,
Deciders, Initiators, Buyers
1.Need for extensive problem solving approach
2.Need for significant information of products and suppliers
3.Emphasis on quality, price and technology aspects of the
product
1.Little overhead in information search because of existing
familiarity between buyers and suppliers.
2.Routine problem solving approach is followed by buyers.
3.High awareness levels of buyers reduced the overhead in
information search and purchase decision process.
1.Buyers tend to seek benefits from different altervatives.
2.Evaluate the trade-offs between existing and other suppliers
in the market in terms of quality, cost and service
2.Buying Process
1.Important both the buyers and the suppliers.
2.Impact the buyers-suppliers relationship(both existing and
new suppliers)
3.Transforms current state of transaction of buyers to desired
state of transaction.
3.Decision Making Units
1.Responsible for all the transactions between suppliers and
the buyers.
2.Buying situation dependent on them.
3. Organisational (infrastructural and operational ), financial,
economical and environmental decisions dependent on them.
4. Roles
1.All these roles play an important part on product/vendor
decision on the basis of their knowledge and information they
hold.
2. Important for every B2B transaction in the market.
3.Risk redustion or increment happen through them.
 Approaches for supplier to get his product and vendor qualifed
Buying Situation

1.Since the existing suppliers has already an edge over others the new
suppliers should:
2.Involve in initial product development phases
3.Identify problems faced by buying organisations
4.Isolate buyer's exact requirements and offer proposals proactively.
1.In-suppliers (on the approved vendors list) should strengthen their
relationship with buyers, meet their expectations and responsive to their
specifications constantly
2.Out-suppliers should negotiate to gain the leads and convince the buyers
to avail their products/services.

1.In-supplier should understand and satisfy the requirements of their buyers

and convince them into a straight rebuy
2.New suppliers should be in good terms with the buyers long enough to
build a good transactional relation between them.

ng Process

Responsive marketing should be followed by the suppliers in order to

maintain Straight buy for existing suppliers and New Task Buy/Modified Buy
for the new players.
n Making Units

Suppliers/vendors should influence DMUs in order to grab the best deals for
themselves, and also to sustain themselves.
Roles

Supplier should focus on each and every role and their individul differences,
thus doing responsive marketing in order to grow and sustain.