菲利普科特勒-《市场营销讲义》07.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2020年5月29日星期五,#,04 十一月 2026,菲利普科特勒-市场营销讲义07,Chapter 7,Analyzing BusinessMarkets&Business,Marketing ManagementTenth Edition,管理资源吧（），提供海量管理资料免费下载！,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,管理资源吧（），提供海量管理资料免费下载！,Business vs.Consumer Markets,Fewer buyers,Larger buyers,Close supplier-customer relationship,Geographically concentrated,Derived demand,Inelastic demand,Fluctuating demand,管理资源吧（），提供海量管理资料免费下载！,Business vs.Consumer Markets,Professional purchasing,Several buying influences,Multiple sales calls,Direct purchasing,Reciprocity,Leasing,管理资源吧（），提供海量管理资料免费下载！,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,管理资源吧（），提供海量管理资料免费下载！,Participants in the Business Buying Process,Gatekeepers,Initiators,Buyers,Influencers,Deciders,Users,Approvers,管理资源吧（），提供海量管理资料免费下载！,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,管理资源吧（），提供海量管理资料免费下载！,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,管理资源吧（），提供海量管理资料免费下载！,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,管理资源吧（），提供海量管理资料免费下载！,Institutional Markets,Captive Patrons,Low Budgets,管理资源吧（），提供海量管理资料免费下载！,Government Markets,Domestic Suppliers,Open Bids,Cost Minimization,Public Review,Paperwork,管理资源吧（），提供海量管理资料免费下载！,