产业市场和产业购买行为.ppt

Business Markets and Business Buyer Behavior 产业市场和产业购买行为 Objectives目标 Be able to define the business market and explain how business markets differ from consumer markets. Know the major factors that influence business buyer behavior. 定义产业市场并解释产业市场与消费者市场的区别 辨析影响产业购买决策过程的主要因素 Objectives目标 Understand the steps in the business buying decision process. Understand institutional and government markets and how buyers in these markets make their buying decisions. 列举并定义购买决策过程的几个步骤 比较政府和机构市场，说明机构和政府购买者是如何制定决策的 Case Study 案例研究 Sells jets exclusively for corporate use 300 – 500 customers worldwide Rational, objective, and human factors influence business buyer’s decisions Multiple people are involved in the decision Buying influences include the CEO, pilot, board members, even spouses Company has been highly successful Definition 定义 Business Buyer Behavior: The buying behavior of organizations that buy goods and services for use in the production of other products and services or for the purpose of reselling or renting them to others at a profit. 产业购买行为： 公司购买产品或服务以用于其它产品或服务的生产，或为了再销售或租赁它们从中获利的购买行为 Business Markets 产业市场 Characteristics of Business Markets Sales in the business market far exceed sales in consumer markets. Business markets differ from consumer markets in many ways. Marketing structure and demand Nature of the buying unit Types of decisions and the decision process 产业市场的特点 产业市场的销量远超过消费者市场 产业市场在许多方面不同于消费者市场 营销结构与需求 购买单位的性质 决策类型和决策过程 Marketing Structure and Demand营销结构与需求 Compared to consumer markets: Business markets have fewer but larger customers Business customers are more geographically concentrated Demand is different Demand is derived Demand is price inelastic Demand fluctuates more, and changes more quickly 与消费者市场相比 产品市场 消费者数量少但规模大 产品顾客 地域上更集中 需求不同 需求有自发性 缺乏弹性 需求波动和改变迅速 Nature of the Buying Unit购买单位性质 Compared to consumer purchases: Business purchases involve more buyers in the decision process. Purchasing efforts are undertaken by professional buyers.