市场营销Chapter 7.pptVIP

Objectives How Business Consumer Markets Differ Organizational Buying Situations Participants in the Business Buying Process Major Influences on Organizational Buyers Business Buyer Decision 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 Multiple sales calls Direct purchasing Reciprocity Leasing Participants in the Business Buying Process Major Infl