中山大学吴柏林教授 研究生课程“营销管理”绝密资料_CH05.pptVIP

Business Marketing Chapter 6 Version 6e Business Marketing Learning Objectives Learning Objectives (continued) Learning Objectives (continued) Learning Objective Business Marketing What is Business Marketing? Learning Objective E-Commerce Benefits of Internet’s Interactivity Convenience and increased efficiency Better customer service Lower transaction costs New relationship-building opportunities Extranet Business E-Commerce Benefits Learning Objective Strategic Alliance Benefits of Strategic Alliances Tips for Successful Alliances Keiretsu Learning Objective Categories of Business Customers Learning Objective NAICS NAICS Learning Objective Business vs. Consumer Markets Demand in Business Markets Multiplier Effect (Accelerator Principle) Learning Objective Types of Business Products Learning Objective Business Buying Behavior Buying Center Roles in the Buying Center Evaluative Criteria for Business Buyers Buying Situations Buying Situations Customer Service *Chapter 5 Version 3e ?2003 South-Western chapter 5 Prepared by Deborah Baker Texas Christian University chapter 5 1. Describe business marketing. 2. Describe the role of the Internet in business marketing. 3. Discuss the role of relationship marketing and strategic alliances in business marketing. chapter 5 4. Identify the four major categories of business market customers. 5. Explain the North American Industry Classification System. 6. Explain the major differences between business and consumer markets. chapter 5 7. Describe the seven types of business goods and services. 8. Discuss the unique aspects of business buying behavior. 1 Describe business marketing. The marketing of goods and services to individuals and organizations for purposes other than personal consumption. 1 Are used to manufacture other products Become part of another product Aid the normal operations of an organization Are acquired for resale without change in form Business Products Key is intended us