Analysing Business Markets.

One important aspect of Analyzing the Business Market is the Organisation Buying. It pertains to the Organisation decision making process by which businesses purchase products, services and choose suppliers and alternatives.

Hence the Business market differs from Consumer markets in terms of buying, B2B or B2C relationships, professional purchasing, sales calls, buying decisions, inelastic demand, fluctuating demand, demographics, direct purchasing and so on.

The following are the participants in Business Buying Process of Ambi Pur:

• Initiators: taking lead to bring about a purchase.
• Users: The users of the new product, they help in evaluating the unmet requirement parameters.
• Influencers: People who influence the buyding decision eg: Technical persons.
• Deciders: People deciding on the product suppliers.
• Approvers: People authorising the actions of deciders or buyers.
• Buyers: People at the top level who have the formal authority to approve the buyers and pass the further arrangemnt of buying process.
• Gatekeepers: They keep the salesperson away from the users or deciders. eg Agents, receptionist.

The Analytical Business marketers need to evaluate their B2B2C relationship status.

based on their alternatives, importance of supply, complexity of supply and supply market dynamism, the marketer has 8 category buyer-supplier relationship to the B2B context.

• Basic: this type of buying and selling involves not much effort and cooperation. It is fairly simple.
• Bare Bones: It requires more adaptation by seller and less of cooperation & information exchange.
• Contractual: It is very official and formal Thus contracts involve low level of trust or even cooperation.
• Customer Supply: Competition thrives here more than anything.
• Cooperative System: It has operational  unity on the outer side but hardly any commitment.
• Collaborative: Trust & Commitment leads to the partnership with a collaborative approach.
• Mutual Adaptivity: Relation specific adaptions that Buyers and Suppliers engage in with trust and cooperation.
• Customer being the King: Fulfilling the needs of the customer at no cost of exchange or change in satisfaction.