Organizational versus consumer buying behavior and marketing differences

¶ … buyers behave differently and marketing or selling a product to either of the types of the buyers differs. Thus having an understanding of the behavior of buyers is important for the producers. There are two fundamental types of buyers, the organizational buyers and the consumers. The organizational buyers include industrial, wholesalers, retailers and government agencies. They purchase goods or services for their own use or for resale. It is easier to market and sell to the consumers rather than the organizational buyer. The size of the order given by an organizational buyer is larger as compared to consumer buying, their buying objectives duffer and it is difficult to keep the buyer-seller relationship stable. Any mishap in the relationship and the producer can lose a large order. However in consumer buying the mishap would involve a small number of individuals. Moreover in consumer buying not many individuals are involved as compared to the organizational buying. With organizational buying the process is more formal and a large number of individuals need to be convinced. Further there is a post purchase evaluation behavior which is based on the performance of the item as well as the supplier. The organizational buyer will consult and check the item in extensive detail before they would purchase. This does not exist in consumer buying. Although the purchase orders are larger in organizational buying, marketing and selling to the organizational buyer is more difficult as compared to the consumer.

ANSWER 2

Customer satisfaction is accomplished when the customer is satisfied with the product that he purchases. He should find it to be as it was advertised to be. If the product is not up to the mark like how it was advertised then that would cause the customer not to be satisfied. Moreover giving efficient product support is also part of customer satisfaction. The organization should efficiently handle any complaints or any angry customers appropriately.

The total company effort is the work that the company puts in to produce a product, market it, sell it and customer satisfaction. Every part of the company is important and the total effort would be from the very first step to the last. The motivation of the workers would cause a higher tilt towards efficiency thus increasing the total effort.

Profit is dependant on a couple of factors. The quality of the product will be an important factor in determining the sales and hence the profit. Moreover, the marketing of the product must be right otherwise the profit would be less than what could be achieved by proper marketing tactics. The product made by a company should be cheap yet of high quality. In simple terms, profit is the amount of profit received as compared to the amount invested. There are a lot of types of profit that include gross profit, net profit, operating profit etc. Although they types do differ the basic definition is the same which means that the inflow of revenue is greater than the outflow.

ANSWER 4

The only reason why businesses would tend to stay away from adopting the marketing concept would be because it takes a lot of work and data study to know the needs and wants of the consumers. Profits could be less compared to the other older concepts and there is an extensive concentration on the customer satisfaction which was missing in the previously adopted concepts. To give quality customer service, the organization needs to highly train the customer support staff and that requires more investment and would only add to the outflow of cash rather than the inflow.

ANSWER 5

However in my opinion I do not agree with the statement that businesses have been slow to adopt the marketing concept. Previous concepts that were adopted by organization and businesses were the production concept and the sales concept. Both of these concepts paid little attention to what the customer really wanted and what their needs were. The production concept was simply an evaluation of whether a company can make the product and whether it can make enough of it. This concept was successful in its time only because everything which could be manufactured by the companies was bought by the consumers. Today the consumer buying behavior has changed considerably and they do not buy whatever is produced. Rather they buy only what is required by them and what they need the most. The sales concept dealt with the question whether the company can sell enough and sell it at the highest possible price. Customer satisfaction was not of any importance. Today with globalization, there have been competitors from all over the globe which provide products at a cheaper price yet of a high quality. Thus any business that has not adopted the marketing concept would not survive. If they try to charge maximum possible, then the consumers would simply reject their product and buy from the ones that provide it at a much cheaper rate yet of an equally good quality. Consumers are smart today and the entrance of organizations from the east into the international market has increased the competition a lot. Thus any business would today concentrate on what the consumers want and whether they can deliver to their needs. Moreover today the consumers want satisfaction and will not return to that brand that has failed to satisfy them. Thus more and more the business are adopting the marketing concept and answering the needs of the consumers while giving them satisfaction to ensure long-term profit.