营销英语07Analyzing-Business-Markets-&-Business-Buying.ppt

Click to edit Master title style,Click to edit Master text styles,Second Level,Third Level,Fourth Level,Fifth Level,*,2000,Prentice Hall,Chapter 7,Analyzing Business,Markets&Business,Buying Behavior,Marketing Management,Tenth Edition,Philip Kotler,Objectives,How Business&Consumer Markets Differ,Organizational Buying Situations,Participants in the Business Buying Process,Major Influences on Organizational Buyers,Business Buyer Decision Making,Institutional&Government Buying,Business vs.Consumer Markets,Fewer buyers,Larger buyers,Close supplier-customer relationship,Geographically concentrated,Derived demand,Inelastic demand,Fluctuating demand,Business vs.Consumer Markets,Professional purchasing,Several buying influences,Multiple sales calls,Direct purchasing,Reciprocity,Leasing,Involved Decision Making,Modified Rebuy,New Task Buying,Straight Rebuy,Utilities,Office Supplies,Bulk chemicals,New vehicles,Elec.Equip,Consultants,Computer equip.,Custom furniture,Installed components,Buildings,Weapon systems,Participants in the Business Buying Process,Gatekeepers,Initiators,Buyers,Influencers,Deciders,Users,Approvers,Major Influences on Industrial Buying Behavior,Level of,demand,Economic,outlook,Interest rate,Rate of,techno,-,logical change,Political and,regulatory,developments,Competitive,developments,Social,responsi,-,bility,concerns,Environmental,Objectives,Policies,Procedures,Organizational,structures,Systems,Organizational,Interests,Authority,Status,Empathy,Persuasive-,ness,Interpersonal,Age,Income,Education,Job position,Personality,Risk attitudes,Culture,Individual,Business,Buyer,Organizational Factors,Purchasing-,Department,Upgrading,Cross-,Functional,Roles,Centralized,Purchasing,Decentralized,Purchasing,of Small,Ticket Items,Internet,Purchasing,Long-Term,Contracts,Purchasing-,Performance,Evaluation&,Pro.Buyers,Lean,Production,Problem Recognition,General Need Description,Product Specification,Supplier Search,Proposal Solicitation,Supplier Selection,Order Routine Specification,Performance Review,Post,Purchase,Purchase,Info,Search/,Eval,Need,Recognition,Institutional Markets,Captive Patrons,Low Budgets,Government Markets,Domestic Suppliers,Open Bids,Cost Minimization,Public Review,Paperwork,Review,How Business&Consumer Markets Differ,Organizational Buying Situations,Participants in the Business Buying Process,Major Influences on Organizational Buyers,Business Buyer Decision Making,Institutional&Government Buying,