07 《分析企业市场和购买行为》Analyzing Business Markets and Buyer Behavior.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