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Marketing: The Buying Process - Research Paper Example

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The Buying Process Every product or service has a buying process, even digital products or services. In this assignment, we will research and analyze the buying process from business point of view for Smoothie Juice-maker, which is product that can be ordered online…
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Marketing: The Buying Process
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Marketing: The Buying Process

Problem Recognition From business or marketing perspective, this stage of buying process is very different from the consumer’s perspective. “With most customer buying process models, the approach begins with the determination by the consumer that he or she has a need or a want that must be fulfilled” (Tatum, n.d.). Consumers identify their needs at this stage and then search for the alternatives whereas online companies determine the needs of the consumers to provide them with their desired products and services. If a consumer places an order of Smoothie Juice-maker with an online company, the management of the company will recognize all needs and specifications mentioned by the consumer in order to provide him/her with the required product. At this stage, businesses look at various aspects of the requirements of the consumers to determine whether they are able to fulfill the needs of the customers or they will have to refer the customer to some other online company. Consumers place their orders online to a company based on their needs and requirements and the company examines the orders to make it put whether they can be fulfilled or not. This stage holds great importance in the overall buying process because at this stage, a company determines whether it can move on with the rest of the buying process or not. Continuity of the buying process depends on the requirements of the consumers. ...
Search and Determination of Alternatives Searching and determining the alternatives is the second stage of the buying process from business perspective. Once a company recognizes the problem, the time comes to search for the possible alternatives. The search for the alternatives is the most significant difference between the business and consumer buying processes. From consumers’ perspective, search for the alternatives mean searching for the companies that can provide the desired product to the consumers whereas from business perspective, searching for the alternatives means selecting the best source, which can provide the product to the intended customer. Some companies use courier services to deliver the products whereas some companies make use of their own salespersons for the delivery of products. For the delivery of Smoothie Juice-maker, the online company can search for the sources, which can deliver the product while reducing the expenses of product delivery for the company. A company prefers to use such suppliers for the purpose of delivery, which are located near the destinations of the products. The reason is that such suppliers are usually less expensive as compared to the distant suppliers. Evaluation of the Alternatives Evaluation of the alternatives is the third step included in the buying process. From consumers’ perspective, this step involves evaluation of all those companies that can provide the highest quality product to the customer at a minimum cost whereas from business perspective, this step is dedicated to the evaluation of all those sources, which can deliver the product at the minimal cost. In case of online buying process, companies evaluate ... Read More
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