06Organizational buying behavior.ppt

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2016-08-23 发布于河南
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06Organizational buying behavior.ppt

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06Organizational buying behavior

Objectives Categories and Characteristics of Business Markets Industrial markets Buying Behavior Intermediary Markets Buying Behavior Institutional Markets Buying Behavior Governmental Markets Buying Behavior Key words Derived demand(衍生需求) Joint demand(连带需求) Inelastic demand(无弹性需求) Fluctuating demand(波动需求) Strait rebuy(直接重购) Modified rebuy(修正重购) New task buy(新任务购买) Buying centre (采购中心) 1. Categories of Markets Industrial markets（生产者市场） Intermeditary markets（中间商市场） Institutional markets（非赢利性机构市场） Govermental markets（政府市场） * Chapter 5 Business Markets Buying Behavior Analysis Markets Consumer Markets Business Markets Institutional Markets Governmental Markets Intermediary Markets Industrial Markets Purposes Motives MARKETING 1. Categories and Characteristics of Business Markets The Categories of Business Markets MARKETING 2. Industrial Markets Buying Behavior 倡议者影响者把关者购买者使用者决策者 The organizational buying centre Buying centre Gatekeeper Users Buyers Decider Initiator influencer A Model of the organizational buying process Problem recognition General need description Product specification Supplier search Proposal solicitation Suppliers selection and commitment Order routine specification Performance review 问题识别需求描述产品规格寻求供应商发订购单评定履约情况供应商确定 MARKETING 3. Intermediary Markets Buying Behavior MARKETING 4. Institutional and Governmental Markets Buying Behavior