市场营销学双语课件影响产业购买的主要因素.pptVIP

6-* 来自 中国最大的资料库下载 什么是产业市场? The Business Market - all the organizations that buy goods and services to use in the production of other products and services that are sold, rented, or supplied to others. Business markets involve many more dollars and items do consumer markets. Types of Decisions the Decision Process 产业市场的特性 Market Structure and Demand Fewer, larger buyers Geographically concentrated Demand derived from consumers Inelastic demand Fluctuating demand Nature of the Buying Unit More buyers More professional purchasing effort More complex decisions Process is more formalized Buyer and seller are more dependent on each other Build close long-term relationships with customers 产业市场购买类型 Straight Rebuy New Task Buying Modified Rebuy Involved Decision Making 购买过程的参与者: 采购中心 Buying Center Users Gatekeepers Deciders Influencers Buyers 影响产业购买的主要因素 Environmental Economic, Technological, Political, Competitive Cultural Organizational Objectives, Policies, Procedures, Structure, Systems Interpersonal Authority, Status, Empathy Persuasiveness Individual Age, Education, Job Position, Personality Risk Attitudes Buyers 政府市场 Government Markets Specialized Buying Public Review Negotiated Contracts Outside Publics Open Bids Characteristics of Organizational Markets Market Structure and Demand. Business markets have far fewer buyers than consumer markets. Business markets are much more geographically concentrated. Business demand is derived demand coming from the demand for the consumer goods the organization produces. Demand is more inelastic and more fluctuating. Nature of the Buying Unit. Business markets have more buyers and more professional purchasing procedures. Purchasing agents may be career professionals highly trained in how to buy better. As purchases become more complex, more people are likely to become involved in the purchase decision. Types of Decisions. Business buying decisions may be more complex due to t