第四章 组织场及购买行为分析.pptVIP

* Institutional and Government Markets This CTR relates to the material on pp. 185-186. Institutional Markets Characteristics of Institutional Markets. Institutional markets are characterized by low budgets and captive patrons. Those marketing to institutions need to be aware that buyers may not be seeking strict cost minimization nor addressing profit maximization. Government Markets Characteristics of Government Markets. Governments engage in centralized buying. Governments are also carefully watched by outside publics and subject to public review. Noneconomic criteria also influence g