4第四章++组织市场与购买行为分析.ppt

Case Study Gulfstream Aerospace Multiple people are involved in the decision Buying influences include the CEO, pilot, board members, even spouses Company has been highly successful 第四章 组织市场 与购买行为分析 本章内容： 组织市场的类型与特点 生产者市场的购买行为 中间商市场的购买行为 非营利组织市场的购买行为 §1 组织市场的类型与特点 1. 组织市场的分类 组织市场(Business Markets) 是由所有非个人消费者的团体组织构成。 它们购买商品的目的是为了从事生产、加工、转卖或向社会提供服务。 Business Markets Business Buyer Behavior: The buying behavior of organizations that buy goods and services for use in the production of other products and services or for the purpose of reselling or renting them to others at a profit. 组织市场的购买行为在于其购买商品和服务用于生产另外的产品和服务或者为了转卖或出租给其他组织（个人）而获利的目的。 2、组织购买者的分类 3. 组织市场的特点 组织市场的销售远远超过消费者市场； 组织市场与消费者市场有许多不同： 市场结构和需求 数量少，规模大；区域集中；衍生需求；需求缺乏弹性；波动频繁 购买单位的性质 涉及更多的购买者；更专业 决策类型与决策过程 更复杂；更加模式化；密切合作 Characteristics of Business Markets Sales in the business market far exceed sales in consumer markets. Business markets differ from consumer markets in many ways. Marketing structure and demand Nature of the buying unit Types of decisions and the decision process Business Buying on the Internet E-procurement is growing rapidly. Reverse auctions account for much of the online purchasing activity. E-procurement offers many benefits: Access to new suppliers Lower purchasing costs Quicker order processing and delivery §2 中间商市场的购买行为 派生需求 重视价格 交易量大 重视货物周转周期 经销产品不专一 需厂商技术支持 2.中间商市场的购买决策 （1）选择购买商品的编配组合 包括：独家编配；深度编配；广度编配；综合编配等。 （2）选择供应商—计划性和理智性 （3）选择购买的时间和数量—苛刻 （4）选择购买条件—优惠购买（供应商价格高低和价格折扣的多少） §3 非营利组织市场的购买行为 Institutional Markets Consist of churches, schools, prisons, hospitals, nursing homes and other institutions that provide goods and services to people in their care. Institutional and Government Markets Institutional Markets Often characterized by low budgets and captive patrons. Marketers may develop separate divisions and marketing mixes to service institutional markets. 购买目的的双重性 购买交易量大，产品配套性强 购买决策程序复杂（ Extensive paperwork ） 供应商风险小，货款回收保障性强 Government Markets Governmental units –