科特勒营销管理下载_Marketing_Management07.pptxVIP

Chapter 7Analyzing Business Markets BusinessMarketing Management Tenth Edition ObjectivesHow Business Consumer Markets DifferOrganizational Buying SituationsParticipants in the Business Buying ProcessMajor Influences on Organizational BuyersBusiness Buyer Decision MakingInstitutional Government Buying Business vs. Consumer MarketsFewer buyersLarger buyersClose supplier-customer relationshipGeographically concentratedDerived demandInelastic demandFluctuating demand Business vs. Consumer MarketsProfessional purchasing Several buying influencesMultiple sales callsDirect purchasingReciprocityLeasing Involved Decision MakingModified RebuyNew Task BuyingStraight RebuyUtilitiesOffice SuppliesBulk chemicalsNew vehiclesElec. EquipConsultantsComputer equip.Custom furnitureInstalled componentsBuildingsWeapon systems Participants in the Business Buying ProcessGatekeepersInitiatorsBuyersInfluencersDecidersUsersApprovers Major Influences on Industrial Buying BehaviorLevel of demandEconomic outlookInterest rateRate of techno- logical changePolitical and regulatory developmentsCompetitive developmentsSocial responsi- bility concernsEnvironmentalObjectivesPoliciesProceduresOrganizational structuresSystemsOrganizationalInterestsAuthorityStatusEmpathyPersuasive-nessInterpersonalAgeIncomeEducationJob positionPersonalityRisk attitudesCultureIndividualBusinessBuyer Organizational FactorsPurchasing-DepartmentUpgradingCross-FunctionalRolesCentralizedPurchasingDecentralized Purchasing of SmallTicket ItemsInternetPurchasingLong-TermContractsPurchasing-PerformanceEvaluation Pro. BuyersLeanProduction Problem RecognitionGeneral Need DescriptionProduct SpecificationSupplier SearchProposal SolicitationSupplier SelectionOrder Routine SpecificationPerformance ReviewPostPurchasePurchaseInfoSearch/EvalNeedRecognition Institutional MarketsCaptive PatronsLow Budgets Government MarketsDomestic SuppliersOpen BidsCost MinimizationPublic ReviewPaperwork ReviewHow Business Consumer Markets DifferOrgani