Comparison of business consumer buying situations 4-8 INDUSTRIAL CONSUMER BUYING STEP Need or problem recognition Anticipates Reacts General need description Extensive Limited 3 Product specification Precise technical Benefits Information supplier search Extensive Limited 5 Proposal solicitation Formal Verbal 6 Supplier selection Extensive Limited analysis Order-routine specification Calculated re-order Not routinised B Post-purchase performance review Extensive comparisons Little comparison and benchmarking 能制卧爱分黄易大孝 国际商学院市场营销学系BUYING STEP 1 Need or problem recognition 2 General need description 3 Product specification 4 Information / supplier search 5 Proposal solicitation 6 Supplier selection 7 Order-routine specification 8 Post-purchase performance review INDUSTRIAL CONSUMER Anticipates Reacts Extensive Limited Precise / technical Benefits Extensive Limited Formal Verbal Extensive Limited analysis Calculated re-order Not routinised Extensive comparisons Little comparison and benchmarking Comparison of business & consumer buying situations Comparison of business & consumer buying situations 4－8 4－8