Marketing Implications

While understanding the various phases in buying-decision making process. The industrial salesperson should recognize that marketing effort is not over after the order is received. He or she must monitor the feedback and evaluation process in the customer organization. In particular, the user satisfaction levels or complains must be monitored by the industrial marketer so that immediate corrective actions can be taken before a major damage is done. In fact, a quick response to customer’s complaints can result in good buyer-seller relationship.

The marketing strategy to be adopted will depend on the:

1.      Type of products.

2.      Phase of the buying-decision making process of customers firms.

3.      Purchasing situations.

To better understand the buying process, it is necessary to consider different types of purchase or buying situations.