科特勒营销管理下落载_marketing_management07.pptVIP

Business vs. Consumer Markets Fewer buyers Larger buyers Close supplier-customer relationship Geographically concentrated Derived demand Inelastic demand Fluctuating demand Business vs. Consumer Markets Professional purchasing Several buying influences Multiple sales calls Direct purchasing Reciprocity Leasing Involved Decision Making Modified Rebuy New Task Buying Straight Rebuy Utilities Office Supplies Bulk chemicals New vehicles Elec. Equip Consultants Computer equip. Custom furniture Installed components Buildings Weapon systems Participants in the Business Buying Process Gatekeepers Initiators Buyers Influencers Deciders Users Approvers Major Influences on Industrial Buying Behavior Level of demand Economic outlook Interest rate Rate of techno- logical change Political and regulatory developments Competitive developments Social responsi- bility concerns Environmental Objectives Policies Procedures Organizational structures Systems Organizational Interests Authority Status Empathy Persuasive- ness Interpersonal Age Income Education Job position Personality Risk attitudes Culture Individual Business Buyer Organizational Factors Purchasing- Department Upgrading Cross- Functional Roles Centralized Purchasing Decentralized Purchasing of Small Ticket Items Internet Purchasing Long-Term Contracts Purchasing- Performance Evaluation Pro. Buyers Lean Production Problem Recognition General Need Description Product Specification Supplier Search Proposal Solicitation Supplier Selection Order Routine Specification Performance Review Post Purchase Purchase Info Search/ Eval Need Recognition Institutional Markets Captive Patrons Low Budgets * *