What you’ll learn to do: explain the B2B buying process and factors influencing B2B purchasing decisions

Up to this point, our discussion about decision making has focused on individual consumers (B2C). Next we will shift attention to the decision making of businesses and other organizations when they are considering what to buy (B2B). While many of the same principles apply in business-to-business purchasing decisions, there are important differences that warrant discussion.

Learning Activities

The learning activities for this section include the following:

• Reading: Organizational Buying Process
• Video: Complexities of a B2B Solution Sale
• Reading: The Organizational Buying Process
• Self Check: B2B Purchasing Decisions