人民大2026市场营销原理与实践英文版（第19版）课件ch-06-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter6BusinessMarketsandBusinessBuyerBehaviorCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives6.1Definethebusinessmarketandexplainhowbusinessmarketsdifferfromconsumermarkets.6.2Identifythemajorfactorsthatinfluencebusinessbuyerbehavior.6.3Listanddefinethestepsinthebusinessbuyingdecisionprocess.6.4Discusshowonline,mobile,andsocialmediahavechangedbusiness-to-businessmarketing.6.5Comparetheinstitutionalandgovernmentmarketsandexplainhowinstitutionalandgovernmentbuyersmaketheirbuyingdecisions.

LINKEDIN:ThePlacetoBeforB-to-BWithafast-growingmembershipofmorethan800millionbusinessprofessionals,LinkedInstandsoutasthego-toB-to-Bsocialsellingplatform.ItletsB-to-Bmarketers“markettowhomatters.”AlexandraPopova/Shutterstock

ConsumerMarketsandBuyerBehaviorBusinessbuyerbehaviorreferstothebuyingbehavioroftheorganizationsthatbuygoodsandservicesforuseintheproductionofotherproductsandservicesthataresold,rented,orsuppliedtoothers.Thebusinessbuyingprocessistheprocesswherebusinessbuyersdeterminewhichproductsandservicesareneededtopurchase,andthenfind,evaluate,andchooseamongalternativebrands.

LearningObjective1Definethebusinessmarketandexplainhowbusinessmarketsdifferfromconsumermarkets.

DiscussionActivity(1of2)Howdoesthebusinessmarketdifferfromtheconsumermarket?

BusinessMarkets(1of3)MarketStructureandDemandFewerbutlargerbuyersDeriveddemandInelasticdemandFluctuatingdemandDeriveddemand:ToincreasedemandforGore-Texfabrics,Goremarketsdirectlytobuyersoftheoutdoorandathleticapparelbrandsmadeusingitsproductsandtechnologies.ThisadtellsrunnersthatGore-Textechnologyistestedand“GuaranteedtoKeepYouDry.”BothGoreanditspartnerbrandswin.CarolynJenkins/AlamyStockPhoto

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