Read the overview below and complete the activities that follow.

In some respects, business market purchase decisions follow the same basic process as consumer decisions. A problem is recognized, information is collected and evaluated, a decision is made, and the product experience is then evaluated for future decisions. However, there are also significant differences between business market purchase decisions and consumer purchase decisions.

This activity is important because marketing managers need to understand the business market purchase decision process in order to help their companies to increase the likelihood that its outcome will be favorable for their respective companies.

The goal of this activity is for you to demonstrate an understanding of the individual stages within the business market purchase decision process by considering how specific examples related to Walmart fit within it$.$

Differences make the business market process more complex and require the involvement of more people. One key difference is that, while consumer decisions often include an emotional component, business goals and performance specifications drive organizations toward a more rational decision process.

Walmart$$s rapid growth throughout the $1990$s created an ideal situation for many of its suppliers, which were happy to make concessions in exchange for access to Walmart$$s vast retail network. But that growth stage could not last forever, and Walmart has been forced to focus on streamlining its stores$$ inventories. Suddenly, Walmart is ordering fewer products and is much pickier in the selection of suppliers. In many cases, even supplier$/$retailer relationships are ultimately controlled by the consumer market.