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1、BusinessMarketsandBusinessBuyerBehaviorChapter6LastWeekConsumerBehaviorWhatisit?Whyisitimportant?2LearningGoalsDefinethebusinessmarketandhowitdiffersfromconsumermarketsIdentifythemajorfactorsthatinfluencebusinessbuyerbehaviorListanddefinethestepsinthebusinessbuyingdecisionprocess3Why
2、Bother?Abusinessmarketcomprisesalltheorganizationsthatbuygoodsandservicesforuseintheproductionofotherproductsandservicesthataresold,rented,orsuppliedtoothers.Thebusinessmarketishuge,growinggloballyandinvolvesmanydollarsandgoods.4CaseStudy UPSCustomerNeedsConsumersneedfast,friendly,lo
3、w-costpackagedeliveryBusinessneedsaremorecomplexShippingpartofcomplexlogisticsprocessincludingpurchasing,inventory,orderstatus,invoices,payments,returnsServices360,000peopleand88,000vehiclesofferground,air,freightworldwideHelpscustomernavigatethecomplexitiesofinternationalshippingOff
4、ersawiderangeoffinancialservicesProvidesconsultingservicestoimprovelogisticsoperations5TheseUPSadstargetbusinessesasasupplychainsolution6-667LearningGoalsDefinethebusinessmarketandhowitdiffersfromconsumermarketsIdentifythemajorfactorsthatinfluencebusinessbuyerbehaviorListanddefinethe
5、stepsinthebusinessbuyingdecisionprocess8DefinitionBusinessBuyerBehavior:Thebuyingbehavioroforganizationsthatbuygoodsandservicesforuseintheproductionofotherproductsandservicesthataresold,rented,orsuppliedtoothers.Alsoincludedareretailingandwholesalingfirmsthatacquiregoodsforthepurpose
6、ofresellingorrentingthemorothersataprofit.9CharacteristicsofBusinessMarkets10BusinessMarketsComparedtoconsumermarkets:BusinessmarketshavefewerbutlargercustomersBusinesscustomersaremoregeographicallyconcentratedDemandisdifferentDemandisderivedDemandispriceinelasticDemandfluctuatesmore
7、CharacteristicsMarketingStructureandDemandNatureofthe BuyingUnitTypesofDecisionsandtheDecisionProcess11Containfewer,butlargerbuyersCustomersaremoregeographicallyconcentratedBuyerdemandisderivedfromfinalconsumerdemandDemandisoftenmoreinelasticDemandoftenfluctuatesmore,andmorequicklyCh
8、aracteristic
