Using appropriate textbook theory, compare the differences between buyer
behaviour in the B2B market and the consumer market in terms of the decision
process AND the decision making unit for each, highlighting any key differences
for the sales team to be aware of when selling a product such as this to different
audiences. (1.2)
What aspects might a sales person focus on for the two different audiences for
example? The size of the order? the length of time it takes to gain an order, the
number of people involved in the decision, the criteria on which it might be
bought, etc…. Again Jobber & Lancaster provide some good detail here.
You should give examples here – if a company as opposed to an individual is
buying a package/experience, who might be involved in the decision? How many
might a company be buying? For what purpose – resale – staff motivation? What
decision process would they go through? What would they expect?
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