中山大学吴柏林教授 “广告学原理”绝密资料_kotler07exs.pptVIP

Chapter 7 Analyzing Business Markets and Buyer Behavior Objectives Understand the nature of the business market and how it differs from the consumer market. Learn how institutions and government agencies buy. Identify the different buying situations faced by organizational buyers. Objectives Identify the participants in the business buying process and the various influences impacting business buying decisions. Understand how business buyers make their decisions. Organizational Buying Organizational buying is: “the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.” Organizational Buying Compared to Consumer Markets, Business Markets have . . . Fewer buyers Larger buyers Geographically concentrated buyers Close relationships with their supplier-customers Organizational Buying Fluctuating demand Derived demand Inelastic demand Professional purchasing Multiple buying influences Multiple sales calls Direct purchasing Reciprocity Leasing Organizational Buying The Business Market Includes For-Profit Companies and Two Specialized Groups: The institutional market Schools, hospitals, prisons, etc. with captive audiences Cost and quality standards drive purchases The government market Bidding process awards contracts Organizational Buying Buying Situations Straight rebuy Modified rebuy New task Routine reorders from approved vendor list Low involvement, minimal time commitment Example: copier paper Organizational Buying Buying Situations Straight rebuy Modified rebuy New task Specifications, prices, delivery terms or other aspects require modification Moderate level of involvement and time commitment Example: desktop computers Organizational Buying Buying Situations Straight rebuy Modified rebuy New task Purchasing a product or service for the first time High level of involvement and time commitment; multiple influences Example: se