Problem Recognition

The buying procedure begins when someone in company recognizes a problem or need that can be met by acquiring a specific product or service. Problem identifying can result from or external and internal stimuli. Internally, the company can decide to launch a new product that needs new production equipment and materials. Or a machine can break down and need new parts. Possibly a purchasing manager is not happy with a current supplier's product quality or prices, service. On the outside, the buyer can get some new ideas at a trade show, see an ad, or receive a call from a salesperson who offers a better product or a lower price. Actually, in their advertising, business marketers frequently alert customers to potential problems and then indicate how their products provide solutions.