菲利普科特勒-市场营销第10版全套19个PPT07.ppt

1、Chapter 7,Analyzing Business Markets & Business Buying Behavior,Marketing Management Tenth Edition Philip Kotler,Objectives,How Business & Consumer Markets Differ Organizational Buying Situations Participants in the Business Buying Process Major Influences on Organizational Buyers Business Buyer Dec

2、ision Making Institutional & Government Buying,Business vs. Consumer Markets,Fewer buyers Larger buyers Close supplier-customer relationship Geographically concentrated Derived demand Inelastic demand Fluctuating demand,Business vs. Consumer Markets,Professional purchasing Several buying influences

3、Multiple sales calls Direct purchasing Reciprocity Leasing,Utilities Office Supplies Bulk chemicals,New vehicles Elec. Equip Consultants Computer equip.,Custom furniture Installed components Buildings Weapon systems,Participants in the Business Buying Process,Gatekeepers,Initiators,Buyers,Influencer

4、s,Deciders,Users,Approvers,Major Influences on Industrial Buying Behavior,Business Buyer,Organizational Factors,Purchasing- Department Upgrading,Cross- Functional Roles,Centralized Purchasing,Decentralized Purchasing of Small Ticket Items,Internet Purchasing,Long-Term Contracts,Purchasing- Performan

5、ce Evaluation & Pro. Buyers,Lean Production,Problem Recognition,Post Purchase,Purchase,Info Search/ Eval,Need Recognition,Institutional Markets,Government Markets,Review,How Business & Consumer Markets Differ Organizational Buying Situations Participants in the Business Buying Process Major Influences on Organiza