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- 2024-02-22 发布于四川
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MARKETINGMANAGEMENT
12thedition7AnalyzingBusinessMarkets Kotler Keller1
ChapterQuestionsWhatisthebusinessmarket,andhowdoesitdifferfromtheconsumermarket?Whatbuyingsituationsdoorganizationalbuyersface?Whoparticipatesinthebusiness-to-businessbuyingprocess?2
ChapterQuestionsHowdobusinessbuyersmaketheirdecisions?Howcancompaniesbuildstrongrelationshipswithbusinesscustomers?Howdoinstitutionalbuyersandgovernmentagenciesdotheirbuying?3
OrganizationalBuyingDecision-makingprocessbywhichformalorganizationsestablishtheneedforpurchasedproductsandservices,andidentifyevaluate,andchooseamongalternativebrandsandsuppliers.4
CharacteristicsofBusinessMarketsFewer,largerbuyersClosesupplier-customerrelationshipsProfessionalpurchasingManybuyinginfluencesMultiplesalescallsDeriveddemandInelasticdemandFluctuatingdemandGeographicallyconcentratedbuyersDirectpurchasing5
BuyingSituationStraightrebuyModifiedrebuyNewtask6
TheBuyingCenterInitiatorsUsersInfluencersDecidersApproversBuyersGatekeepers7
OfConcerntoBusinessMarketersWhoarethemajordecisionparticipants?Whatdecisionsdotheyinfluence?Whatistheirlevelofinfluence?Whatevaluationcriteriadotheyuse?8
TypesofBusinessCustomersPrice-orientedSolution-orientedGold-standardStrategic-value9
HandlingPrice-OrientedCustomersLimitquantitypurchasedAllownorefundsMakenoadjustmentsProvidenoservices10
PurchasingOrientationsBuyingProcurementSupplychainmanagement11
Product-RelatedPurchasingProcessesRoutineproductsLeverageproductsStrategicproductsBottleneckproducts12
Methodsofe-ProcurementWebsitesorganizedusingverticalhubsWebsitesorganizedusingfunctionalhubsDirectextranetlinkstomajorsuppliersBuyingalliancesCompanybuyingsites13
FormsofElectronicMarketplacesCatalogsitesVerticalmarketsPureplayauctionsitesSpotmarketsPrivateexchangesBartermarketsBuyingalliances14
AssessingCustomerValueInternaleng
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