Soru
1 Briefly describe the eight steps in the business buying process. (10p) Explain how selective distortion is somewhat controllable by a mark
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The business buying process typically involves eight steps:1. **Problem Recognition**: The organization identifies a need or problem that requires a solution.2. **Product Specification**: The organization defines the specific features and requirements of the product or service needed to solve the problem.3. **Supplier Search**: The organization searches for potential suppliers who can provide the product or service that meets their specifications.4. **Proposal Solicitation**: The organization requests proposals from potential suppliers, outlining their needs and specifications.5. **Proposal Evaluation**: The organization evaluates the proposals received from potential suppliers based on various criteria such as price, quality, delivery time, and reputation.6. **Supplier Selection**: The organization selects the supplier who best meets their needs and specifications.7. **Order Placement**: The organization places an order with the selected supplier.8. **Performance Review**: The organization evaluates the performance of the supplier and the product or service received to ensure it meets their expectations and requirements.Selective distortion refers to the tendency of individuals to interpret information in a way that supports their preconceived beliefs or preferences. Marketers can somewhat control selective distortion by:1. **Providing Clear and Objective Information**: By presenting factual and unbiased information about their products or services, marketers can help reduce the influence of selective distortion.2. **Using Persuasive Techniques**: Marketers can use persuasive techniques such as emotional appeals, storytelling, and social proof to influence consumer perceptions and attitudes.3. **Addressing Counterarguments**: Marketers can anticipate and address potential counterarguments or objections that consumers may have, helping to mitigate the effects of selective distortion.4. **Building Trust and Credibility**: By establishing trust and credibility with their audience, marketers can reduce the likelihood of selective distortion and increase the likelihood of positive consumer perceptions and attitudes.