Scribd Logo
Upload

Welcome to Scribd!

  • 213 views

    Decision Making UNit - Buying Center

    Uploaded by

    Abhishek
    The document discusses the decision making unit (DMU) in B2B marketing. It defines the DMU as individuals who participate in the purchase decision process. DMUs can vary in their composition, position in the firm, and decision making behavior. Key members of the DMU include initiators, deciders, influencers, users, gatekeepers, and buyers. The document also discusses task-based and emotional buyer behaviors as well as how to identify influential members of the DMU.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Decision Making UNit - Buying Center

    Uploaded by

    Abhishek
    213 views9 pages
    The document discusses the decision making unit (DMU) in B2B marketing. It defines the DMU as individuals who participate in the purchase decision process. DMUs can vary in their composition, position in the firm, and decision making behavior. Key members of the DMU include initiators, deciders, influencers, users, gatekeepers, and buyers. The document also discusses task-based and emotional buyer behaviors as well as how to identify influential members of the DMU.

    Original Description:

    Components of Buying centre in B2B marketing

    Original Title

    Decision Making UNit- Buying Center

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses the decision making unit (DMU) in B2B marketing. It defines the DMU as individuals who participate in the purchase decision process. DMUs can vary in their composition, position in the firm, and decision making behavior. Key members of the DMU include initiators, deciders, influencers, users, gatekeepers, and buyers. The document also discusses task-based and emotional buyer behaviors as well as how to identify influential members of the DMU.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    213 views9 pages

    Decision Making UNit - Buying Center

    Uploaded by

    Abhishek
    The document discusses the decision making unit (DMU) in B2B marketing. It defines the DMU as individuals who participate in the purchase decision process. DMUs can vary in their composition, position in the firm, and decision making behavior. Key members of the DMU include initiators, deciders, influencers, users, gatekeepers, and buyers. The document also discusses task-based and emotional buyer behaviors as well as how to identify influential members of the DMU.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    B2B Marketing

    Buying Centre
    Decision Making Unit
    The Decision Making Unit (DMU) consists of individuals who actively
    participate in the purchase decision-making process

    • DMUs may differ with respect to the composition and position within
    the firm and with respect to their decision making behaviour
    • DMUs may differ with respect to the importance they attach
    • to the purchase of a particular item,
    • the relative weight they attach to such purchase variables as price, quality
    and service,
    • their attitudes towards particular type of vendors and the
    • specific rules they employ to seek and evaluate alternativeofferings.
    Decision Making Unit-Members
    Initiators: These are the individuals who first recognize the problem
    Deciders:
    • These are the people who make the final decisions
    • may be senior managers or specialists.
    • generally rely heavily on advice from other members of the DMU
    • may never meet any representatives of the supplying companies

    • Influencers: Individuals who could influence the purchasing decision


    (Technical / Design Engineers / External consultants)
    • supplying company’s viewpoint they are extremely difficult to identify
    Decision Making Unit-Members
    Users: These are the people who will be using the products which are
    supplied
    • They may be the initiator

    Gatekeepers: Individuals who control the flow of information to the


    members of buying center
    • either by being proactive in collecting information, or by filtering it

    Buyers: The individuals given the task of sourcing from the suppliers
    • Obtains the quotations
    • complete the administrative tasks necessary for buying
    • Processing purchase order
    • Managing order execution
    • They may be the only contact a supplier’s salespeople have at the purchasing
    organization
    • These people often work to a specific brief, and may have very little autonomy
    Task and Non-Task Buyer Behavior
    Economic/ Rational (Task)
    • Source Searching
    • Vendor Evaluation
    • Product cost management
    • Purchase Price Analysis
    Task and Non-Task Buyer Behavior
    Emotional (Non-Task)
    • Ego Enhancement
    • Personal Risk Reduction
    • Previous Experience
    • Interpersonal relationship
    • Buyers are affected by their liking or dislike for the suppliers’
    representatives
    • Buyers will often be working to their own agendas: for example
    • a buyer might be seeking a promotion, or might feel threatened in terms of job
    security, or may be conducting a vendetta with a colleague
    • In general, members of a decision-making unit tend to be more risk-
    averse than do consumers.
    • This is because the buying center (DMU) members have more to lose
    in the event of a wrong decision
    • purchasing mistake can result in
    • major negative consequences for the business
    • loss of face at work
    • dismissal
    Identifying the members of DMU
    • Determining the relative power of each member of the buying center
    (DMU) for each purchasing situation is a difficult task
    • Identify the personal stake holders- these people will exert more
    influence
    • Follow the information flow: Who are the members to whom all the
    information is being given by all other members
    • Identify the experts
    • Identify the members who have connection to the top and are
    powerful
    • Understand purchasing dept. role

    You might also like