Saylor URL: http://www.saylor.org/books Saylor.org
[3] Jon Miller, “Why B2B Branding Matters in B2B Marketing,” Marketo.com, March 18,
2007, http://blog.marketo.com/blog/2007/03/b2b_branding_wh.html (accessed December 13, 2009).
4.4 Stages in the B2B Buying Process and B2B Buying Situations
LEARNING OBJECTIVES
- Outline the stages in the B2B buying process.
- Explain the scorecard process of evaluating proposals.
- Describe the different types of B2B buying situations and how they affect sellers.
Stages in the B2B Buying Process
Next, let’s look at the stages in the B2B buying process. They are similar to the stages in the consumer’s
buying process.