Principles of Marketing, 17/e

The Business Buyer Decision Process

Figure 6.3 lists the eight stages of the business buyer decision process.10 Buyers who face a new task buying situation usually go through all stages of the buying process. Buyers making modified or straight rebuys, in contrast, may skip some of the stages. We will examine these steps for the typical new task buying situation.

Figure 6.3

Stages of the Business Buyer Decision Process

Figure 6.3 Full Alternative ...