OM1 - Module 3 Review

How many stakeholders are there in B2B Buyer Center?

• 4

• 5

• 6

• 7

Match the following

• Person who controls the flow of information

• GATEKEEPER

• Person who has the final purchasing decision

• INITIATOR

• The actual consumer of the end product

• BUYER

• Person who physically purchases the product

• USER

• The person who notices the problem

• DECIDER

Key factors to consider in any buying situation:

1. ​ (a)   of the business

2. Number of ​ (b)   involved in the ​decision making process

3. Level of understanding about the ​ (c)   they are buying

4. ​ (d)   frame 

5. ​ (e)   changes

• Nature
• people
• product
• Time
• Market

What is this main type of buying situation? (unscramble the words)

TSTHGRIA UBYER

What is this main type of buying situation? (unscramble the words)

OMDFIIDE UBYER

What is this main type of buying situation? (unscramble the words)

WEN UBY

Which buying situation is the most popular one?

• Straight rebuy

• Modified rebuy

• New buy

Why is STRAIGHT REBUY the most popular buying situation?

• Less product research involved

• Preferred suppliers in auto-purchasing system

• Not very complicated products

• All of the above

What is a B2B buyer persona?

- A buyer persona ​ (a)   on your customer.

- It helps to ​ (b)   your audiences.

- It involves ​ (c)   of who really is their customer.

- It involves building up ​ (d)   and using that for marketing.

- Buyer personas for ​ (e)   are created.

• puts a face
• properly target
• refining the seller's knowledge
• a profile of a fictional customer
• multiple stakeholders

How to create a B2B buyer persona?

1. Market research- ​ (a)  

2. ​ (b)   ; good customers; bad customers

3. ​ (c)   offered for participation

4. Interviews should not be a ​ (d)   .

• interviews
• Ideal prospects
• Incentives
• sales call