1 Briefly describe the eight steps in the business buying process. (10p) Explain how selective distortion is somewhat controllable by a mark

The business buying process typically involves eight steps:<br /><br />1. **Problem Recognition**: The organization identifies a need or problem that requires a solution.<br />2. **Product Specification**: The organization defines the specific features and requirements of the product or service needed to solve the problem.<br />3. **Supplier Search**: The organization searches for potential suppliers who can provide the product or service that meets their specifications.<br />4. **Proposal Solicitation**: The organization requests proposals from potential suppliers, outlining their needs and specifications.<br />5. **Proposal Evaluation**: The organization evaluates the proposals received from potential suppliers based on various criteria such as price, quality, delivery time, and reputation.<br />6. **Supplier Selection**: The organization selects the supplier who best meets their needs and specifications.<br />7. **Order Placement**: The organization places an order with the selected supplier.<br />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.<br /><br />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:<br /><br />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.<br />2. **Using Persuasive Techniques**: Marketers can use persuasive techniques such as emotional appeals, storytelling, and social proof to influence consumer perceptions and attitudes.<br />3. **Addressing Counterarguments**: Marketers can anticipate and address potential counterarguments or objections that consumers may have, helping to mitigate the effects of selective distortion.<br />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.