产业市场和产业购买行为.pptxVIP

Business Markets and Business Buyer Behavior产业市场和产业购买行为Objectives目标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.Objectives目标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Understand the steps in the business buying decision process.Understand institutional and government markets and how buyers in these markets make their buying decisions.Case Study 案例研究Gulfstream Aerospace 湾流航空公司Sells jets exclusively for corporate use300 – 500 customers worldwideRational, objective, and human factors influence business buyer’s decisionsMultiple people are involved in the decisionBuying influences include the CEO, pilot, board members, even spousesCompany has been highly successfulDefinition 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Characteristics of Business MarketsSales in the business market far exceed sales in consumer markets.Business markets differ from consumer markets in many ways.Marketing structure and demandNature of the buying unitTypes of decisions and the decision processMarketing Structure and Demand营销结构与需求Compared to consumer markets:Business markets have fewer but larger customersBusiness customers are more geographically concentratedDemand is differentDemand is derived Demand is price inelasticDemand 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.与消费者购买相比：产业购通常涉及更多的决策成员购买努力由买方个人作出T