B2B Marketing Models PDF

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Group 10

Industrial Buying Behavior Models Seth Model This is the Generic model of Industrial buying Process which describes all the dimensions involved in buying a product in Industrial Market It involves 4 Stages 1. 2. 3. 4.

Expectation Industrial Buying Process Conflict Resolution Situational Factors

Comparison with Webster and Wind Model 

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In Jagadish Seth model it describes at expectation from the purchasing agents ,Engineers ,users and other ,after that it also mentioned about how life style, education and role of individuals effects In Webster and wind model it talked about individual decision making unit and also mentioned about rational and emotional decision making behavior effects industrial marketing but failed to address the life style behavioral patterns In Jagadish Seth model it described about Conflict Resolution Stages and how they are going to deal with it In Webster Model there is no Conflict Resolution Phase Webster Model Covers all the Environmental factors(Economic ,Physical, Legal, Political Technological Cultural) Jagadish Seth talks about situational factors failed to address in detail

Robinson, Faris This model has a generic framework for the buying processes of organization which is based on the idea of Industrial buying process is a series of Stages 1. Buy Phases- depends on buying situation  New Tasks  Modified Rebuy  Straight Rebuy 2. Buy Classes-Depend on the particular buying firm is concerned with.  Recognition of Need

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Identifying the characteristics of the Items needed Characteristics Description Search of Potential sources Acquisition of Proposals Evaluation of Proposals Final Proposal Selection and Performance Feedback & Evaluation.

Comparison with Webster and wind Model 

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Robinson Model Concerns only about the decisions involved in buying in products and failed to cover all the dimensions .It thinks only from consumer point of view and establishes need for the Product and stages involves in it Webster clearly explains buying behavior of organization, individual as well as group decisions whereas Robinson failed to do so Webster Model also explains about the environmental factors and risk involved whereas Robinson failed to cover in his Model

Nelson Box Model It combines the elements of organizational buying behavior with Consumer Buying behavior Assumptions 1. That decisions at different levels of the organization neither always involve the same individuals nor identical work. 2. Decision taken at one level forms the basis for all subsequent decision Comparison with Webster and wind Model   

Nelson Model talks about Specific Project and its objectives, whereas Webster model is a generic one applicable to all products Nelson Model focuses on buying behavior with respect to suppliers and vendors, whereas Webster model talk about group behavioral patterns as well Nelson model also explains individuals, social, organizational and environmental factors as well as the task and non-task factors that influence organizational buying behavior

Hobbesian Organizational Model 

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The Hobbesian model clearly explains why an organizational buyer may patronize a vendor offering a higher price or slightly less quality rather than from a vendor offering a lower price for the same quality The model shows that while the organization as a whole may be rational, the final decision maker or actual buyer or negotiator for the organization may be less so because he has personal goals to attain

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It says that individual and group factors influence the buying decision of the organization It also says that goal conflict may result in change in market strategies which may in turn affect the buying behavior of the organization....