国际市场营销（第十三版）chapter 5Business and Organizational Customers and Their Buying Behavior.ppt

Business vs. Consumer Markets Fewer buyers but larger buyers Geographically concentrated Derived demand Inelastic demand Fluctuating demand Business vs. Consumer Markets Professional purchasing 专业购买 Several buying influences 影响力量 Direct purchasing 直接购买 Reciprocity 互惠 Participants in the Business Buying Process Overlapping needs of individual influencers and the customer organization Major Influences on Industrial Buying Behavior Case study (Case 5) 生意不好 一个商人在和汽车旅馆的主人闲聊。“生意大糟了，”旅馆主人说，“真的太糟了。” “可是每次我驾车经过这儿，你都挂上了‘客满’的牌子，”商人说。 “那倒是真的。”旅馆主人答道，“可是过去我一夜就谢绝三十至三十五人，而如今只能谢绝十至十五人。” International Marketi