产业市场和产业购买行为.pdf

Business Markets and Business Markets and Business Buyer Behavior Business Buyer Behavior 产业市场和产业购买行为 产业市场和产业购买行为 Objectives 目标 • Be able to define • 定义产业市场并 • Be able to define • 定义产业市场并 the business market the business market 解释产业市场与 解释产业市场与 and explain how and explain how 消费者市场的区 消费者市场的区 business markets business markets 别 别 differ from differ from • 辨析影响产业购 consumer markets. • 辨析影响产业购 consumer markets. 买决策过程的主 买决策过程的主 • Know the major • Know the major 要因素 factors that 要因素 factors that influence business influence business buyer behavior. buyer behavior. 7 - 1 Objectives 目标 • 列举并定义购买 • Understand the steps • 列举并定义购买 • Understand the steps 决策过程的几个 in the business buying 决策过程的几个 in the business buying decision process. 步骤 decision process. 步骤 • Understand • Understand • 比较政府和机构 • 比较政府和机构 institutional and institutional and 市场，说明机构 市场，说明机构 government markets government markets 和政府购买者是