市场营销07.ppt

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1、Chapter7AnalyzingBusinessMarkets&BusinessBuyingBehaviorMarketingManagementTenthEditionPhilipKotlerObjectivesHowBusiness&ConsumerMarketsDifferOrganizationalBuyingSituationsParticipantsintheBusinessBuyingProcessMajorInfluencesonOrganizationalBuyersBusinessBuyerDecisionMa

2、kingInstitutional&GovernmentBuyingBusinessvs.ConsumerMarketsFewerbuyersLargerbuyersClosesupplier-customerrelationshipGeographicallyconcentratedDeriveddemandInelasticdemandFluctuatingdemandBusinessvs.ConsumerMarketsProfessionalpurchasingSeveralbuyinginfluencesMultiplesa

3、lescallsDirectpurchasingReciprocityLeasingInvolvedDecisionMakingModifiedRebuyNewTaskBuyingStraightRebuyUtilitiesOfficeSuppliesBulkchemicalsNewvehiclesElec.EquipConsultantsComputerequip.CustomfurnitureInstalledcomponentsBuildingsWeaponsystemsParticipantsintheBusinessBuy

4、ingProcessGatekeepersInitiatorsBuyersInfluencersDecidersUsersApproversMajorInfluencesonIndustrialBuyingBehaviorLevelofdemandEconomicoutlookInterestrateRateoftechno-logicalchangePoliticalandregulatorydevelopmentsCompetitivedevelopmentsSocialresponsi-bilityconcernsEnviro

5、nmentalObjectivesPoliciesProceduresOrganizationalstructuresSystemsOrganizationalInterestsAuthorityStatusEmpathyPersuasive-nessInterpersonalAgeIncomeEducationJobpositionPersonalityRiskattitudesCultureIndividualBusinessBuyerOrganizationalFactorsPurchasing-DepartmentUpgra

6、dingCross-FunctionalRolesCentralizedPurchasingDecentralizedPurchasingofSmallTicketItemsInternetPurchasingLong-TermContractsPurchasing-PerformanceEvaluation&Pro.BuyersLeanProductionProblemRecognitionGeneralNeedDescriptionProductSpecificationSupplierSearchProposalSolicit

7、ationSupplierSelectionOrderRoutineSpecificationPerformanceReviewPostPurchasePurchaseInfoSearch/EvalNeedRecognitionInstitutionalMarketsCaptivePatronsLowBudgetsGovernmentMarketsDomesticSuppliersOpenBidsCostMinimizationPublicReviewPaperworkReviewHowBusiness&ConsumerMarket

8、sDifferOrganizationalBuyingSituationsParticipantsintheBusinessBuyingProcessMajorInfluencesonOrganizationalBuyersBusin