Podcast
Questions and Answers
Which of the following is NOT a part of the Decision Making Unit (DMU)?
Which of the following is NOT a part of the Decision Making Unit (DMU)?
What is the primary objective of most B2B websites?
What is the primary objective of most B2B websites?
What is a 'Lead' in the context of B2B marketing?
What is a 'Lead' in the context of B2B marketing?
In a Modified Rebuy, what happens to the product specifications?
In a Modified Rebuy, what happens to the product specifications?
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What is the first stage of the B2B buying process?
What is the first stage of the B2B buying process?
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Who evaluates and recommends suppliers in the DMU?
Who evaluates and recommends suppliers in the DMU?
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What type of purchase is characterized by buying a product for the first time?
What type of purchase is characterized by buying a product for the first time?
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What is the role of the Users in the DMU?
What is the role of the Users in the DMU?
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What is the first step in the B2B buying process?
What is the first step in the B2B buying process?
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Why is risk avoidance a significant issue in B2B purchases?
Why is risk avoidance a significant issue in B2B purchases?
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What is a key challenge in developing a B2B website?
What is a key challenge in developing a B2B website?
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What is a key difference between B2B and B2C websites?
What is a key difference between B2B and B2C websites?
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What is a key consideration for B2B website content?
What is a key consideration for B2B website content?
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Why is it important for a B2B website to have clear integration and compatibility information?
Why is it important for a B2B website to have clear integration and compatibility information?
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What is the main difference between the user buyer and the economic buyer?
What is the main difference between the user buyer and the economic buyer?
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What is the main goal of a B2B e-commerce website?
What is the main goal of a B2B e-commerce website?
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Study Notes
The Decision Making Unit (DMU)
- A DMU is a group of people within an organization responsible for making buying decisions.
- A DMU typically consists of:
- Gatekeepers who control the flow of information in and out of the organization.
- Initiators who start the decision-making process by requesting a purchase.
- Deciders who make the actual purchase decision.
- Buyers who select suppliers and manage the buying process.
- Influencers who evaluate and recommend suppliers.
- Users who actually use the product or service.
Types of B2B Purchases
- There are three types of B2B purchases:
- New Task: where the organization is seeking to buy a product for the first time.
- Modified Rebuy: where the organization seeks to reorder a previously purchased product with some modifications.
- Straight Rebuy: where the organization seeks to reorder a previously purchased product without any modifications.
Lead Generation
- Lead Generation is the development of an initial contact between vendors and potential customers.
- A lead is not a sale, only an opportunity to deliver a pitch that might lead to a sale.
- The better the lead, the greater the chance of converting a prospect to a sale.
- The primary objective of most B2B websites is lead generation rather than online sales.
The B2B Buying Process
- The B2B buying process involves:
- Problem recognition
- Specification development
- Search for products (if off-the-shelf) or search for supplier (if bespoke)
- Evaluate products and suppliers
- Make purchase
- After-sales service
Issues in Developing a B2B Website
- A B2B buyer often starts with no knowledge of the market, so the website must present a professional brand that inspires trust.
- Risk avoidance is a significant issue in B2B purchases, and website copy should reflect this concern.
- Relevant information must be presented appropriately, with language that appeals to the various members of the DMU.
Key User Experience Differences between B2B and B2C Websites
- Content must support long purchase decisions.
- Integration, compatibility, and regulatory information needs to be clear.
- Content should speak to both choosers and users.
- Complex pricing requires realistic scenarios.
- Content should speak to different customer segments and scales of businesses without alienating audiences.
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Description
Learn about the Decision Making Unit (DMU), a group of people within an organization responsible for making buying decisions, including gatekeepers, initiators, deciders, buyers, and influencers.