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文檔簡(jiǎn)介

1、Chapter 7Analyzing BusinessMarkets & BusinessMarketing ManagementTenth Edition1ObjectivesHow Business & Consumer Markets DifferOrganizational Buying SituationsParticipants in the Business Buying ProcessMajor Influences on Organizational BuyersBusiness Buyer Decision MakingInstitutional & Government

2、Buying2Business vs. Consumer MarketsFewer buyersLarger buyersClose supplier-customer relationshipGeographically concentratedDerived demandInelastic demandFluctuating demand3Business vs. Consumer MarketsProfessional purchasing Several buying influencesMultiple sales callsDirect purchasingReciprocityL

3、easing4Involved Decision MakingModified RebuyNew Task BuyingStraight RebuyUtilitiesOffice SuppliesBulk chemicalsNew vehiclesElec. EquipConsultantsComputer equip.Custom furnitureInstalled componentsBuildingsWeapon systems5Participants in the Business Buying ProcessGatekeepersInitiatorsBuyersInfluence

4、rsDecidersUsersApprovers6Major Influences on Industrial Buying BehaviorLevel ofdemandEconomicoutlookInterest rateRate of techno-logical changePolitical andregulatorydevelopmentsCompetitivedevelopmentsSocial responsi-bility concernsEnvironmentalObjectivesPoliciesProceduresOrganizationalstructuresSyst

5、emsOrganizationalInterestsAuthorityStatusEmpathyPersuasive-nessInterpersonalAgeIncomeEducationJob positionPersonalityRisk attitudesCultureIndividualBusinessBuyer7Organizational FactorsPurchasing-DepartmentUpgradingCross-FunctionalRolesCentralizedPurchasingDecentralized Purchasing of SmallTicket Item

6、sInternetPurchasingLong-TermContractsPurchasing-PerformanceEvaluation &Pro. BuyersLeanProduction8Problem RecognitionGeneral Need DescriptionProduct SpecificationSupplier SearchProposal SolicitationSupplier SelectionOrder Routine SpecificationPerformance ReviewPostPurchasePurchaseInfoSearch/EvalNeedRecognition9Institutional MarketsCaptive PatronsLow Budgets10Government MarketsDomestic SuppliersOpen BidsCost MinimizationPublic ReviewPaperwork11ReviewHow Business & Consumer Markets DifferOrganizational Buying SituationsParticipants in the Business Buying Proce

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