市场学 Chapter 6.pptVIP

Business Marketing Organizational buyers Industrial Markets Industrial firms Reseller Market Resellers Government Markets Government Units Global Organizational Markets North American Industry Classification System (NAICS) FIGURE 6-1 NAICS breakdown for information and cultural industries sector: NAICS code 51 (abbreviated) Organizational Buying Behaviour Demand Characteristics Derived demand Size of the Order or Purchase Number of Potential Buyers Organizational Buying Objectives FIGURE 6-2 Key characteristics of organizational buying behaviour Organizational Buying Criteria ISO 9000 Re