PM--Chapter05Business Markets and Buying behavior(营销原理).ppt

Ch.5 Business Markets and Buying behavior Chapter 5 Skip SIC-NAICS (p. 130-131) Buying Power of Business Users (p. 133) The Impact of E-Commerce (p. 143-144) Nature and Scope of the Business Market The business markets are all individuals and organizations that buy goods and services for one of the following purposes: To make other goods and services To resell to other business users or to consumers To conduct the organization’s operations Business marketing is the marketing of goods and services to business users, as contrasted to ultimate consumers (end users). Components of the Business Market The Agriculture Market --- Agribusiness includes farming, food processing, and other large-scale farming -related businesses. Components of the Business Market The Reseller Market --- Resellers buy goods from wholesalers or manufacturers and resell these items in essentially the same form to the resellers’ customers. Resellers can also buy items to be used in the operation of the firm. Resellers create time, place, information and possession utility, not form utility. Resellers also called “middlemen” or “intermediaries” are affected by electronic commerce - Disintermediation Components of the Business Market The Government Market To sell to the governmental departments, these points must be considered: Request For Proposal (RFP) has to be submitted in the competitive bidding system Components of the Business Market The Services Market --- includes all transportation carriers and public utilities, and the many financial, insurance, legal and real estate firm. Components of the Business Market The Non-business Business Market includes such institutions as churches, temples, colleges and universities, museums, hospitals, political parties, labor unions and charitable organizations. Components of the Business Market The International Market Two dimensions of international business is export and foreign-based subsidiaries. Characteristics of Business Market