ade_市场营销学双语课件5影响产业购买的主要因素.pptxVIP

The Business Market - all the organizations that buy goods and services to use in the production of other products and services that are sold, rented, or supplied to others.Business markets involve many more dollars and items do consumer markets.什么是产业市场?产业市场的特性Market Structure and Demand Fewer, larger buyers Geographically concentrated Demand derived from consumers Inelastic demand Fluctuating demandNature of the Buying Unit More buyers More professional purchasing effortTypes of Decisions the Decision Process More complex decisions Process is more formalized Buyer and seller are more dependent on each other Build close long-term relationships with customersNew Task BuyingModified RebuyInvolved Decision MakingStraight Rebuy产业市场购买类型购买过程的参与者: 采购中心GatekeepersUsersBuying CenterDecidersInfluencersBuyersInterpersonalAuthority, Status, Empathy PersuasivenessIndividualAge, Education, Job Position, Personality Risk AttitudesBuyersEnvironmentalEconomic, Technological, Political, Competitive CulturalOrganizationalObjectives, Policies, Procedures, Structure, Systems影响产业购买的主要因素政府市场Public ReviewSpecialized BuyingOutside PublicsOpen BidsNegotiated ContractsGovernment MarketsCharacteristics of Business MarketsThis CTR corresponds to Table 6-1 on p. 171 and relates to the material on pp. 170-172.Characteristics of Organizational MarketsMarket Structure and Demand. Business markets have far fewer buyers than consumer markets. Business markets are much more geographically concentrated. Business demand is derived demand coming from the demand for the consumer goods the organization produces. Demand is more inelastic and more fluctuating.Nature of the Buying Unit. Business markets have more buyers and more professional purchasing procedures. Purchasing agents may be career professionals highly trained in how to buy better. As purchases become more complex, more people are likely to become involved in the purchase decision.Types of Decisions. Business buying decisions ma