上海对外经贸大学工商管理学院市场营销学课件 Chapter6.pptVIP

Business Markets and Business Buyer Behavior Chapter 6 Learning Goals Define the business market and how it differs from consumer markets Identify the major factors that influence business buyer behavior List and define the steps in the business buying decision process Compare the institutional and government markets and explain how they make their buying decisions Case StudyUPS Customer Needs Consumers need fast, friendly, low-cost package delivery Business needs are more complex Shipping part of complex logistics process including purchasing, inventory, order status, invoices, payments,