Organizational Buying Behavior and STI Marketing Decisions

Abstract

This chapter presents selected concepts to better understand the behavior of organizations seeking to acquire scientific and-technical-information (STI) products and services. These concepts, based on organizational buying behavior, include the buying situation, the buying center, roles in the buying center, and the buying process. Modern marketing strategies and techniques have developed on the basic concept that business objectives can best be accomplished by satisfying consumer needs. In the case of STI products and services, consumers are most often organizations. Consequently, securing information for STI product design, concept testing, or promotional appeals only from scientists or engineers may result in poor decisions. Members of the organizational buying center, especially those concerned with the cost structure of the firm, are often sensitive about the pricing of STI services. STI needs at the organizational, subunit, or individual level may be the basis for market segmentation.