2. Building B2B Customer Insight
2.3 Reading: Kotler & Armstrong, Buyer Decision Processes
This excerpt from your introductory marketing course textbook defines a buyer decision process for consumers, and a second one for business buyers.
Click here to access a copy of this article (requires UConn NetID)
Comprehension Questions
- Describe the basic stages of the consumer buyer decision process as outlined here
- Describe the stages of the business buyer decision process as outlined here
Application Questions
- What important similarities and differences do you see between the two models?
- How might you integrate them into a more general model?