国外商学院原版教材（英文版）7(PPT 12).ppt

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1、Chapter7AnalyzingBusinessMarkets&BusinessBuyingBehaviorMarketingManagementTenthEditionPhilipKotlerObjectivesHowBusiness&ConsumerMarketsDifferOrganizationalBuyingSituationsParticipantsintheBusinessBuyingProcessMajorInfluencesonOrganizationalBuyersBusinessBuyerDecisionMakingIns

2、titutional&GovernmentBuyingBusinessvs.ConsumerMarketsFewerbuyersLargerbuyersClosesupplier-customerrelationshipGeographicallyconcentratedDeriveddemandInelasticdemandFluctuatingdemandBusinessvs.ConsumerMarketsProfessionalpurchasingSeveralbuyinginfluencesMultiplesalescallsDirect

3、purchasingReciprocityLeasingInvolvedDecisionMakingModifiedRebuyNewTaskBuyingStraightRebuyUtilitiesOfficeSuppliesBulkchemicalsNewvehiclesElec.EquipConsultantsComputerequip.CustomfurnitureInstalledcomponentsBuildingsWeaponsystemsParticipantsintheBusinessBuyingProcessGatekeepers

4、InitiatorsBuyersInfluencersDecidersUsersApproversMajorInfluencesonIndustrialBuyingBehaviorLevelofdemandEconomicoutlookInterestrateRateoftechno-logicalchangePoliticalandregulatorydevelopmentsCompetitivedevelopmentsSocialresponsi-bilityconcernsEnvironmentalObjectivesPoliciesPro

5、ceduresOrganizationalstructuresSystemsOrganizationalInterestsAuthorityStatusEmpathyPersuasive-nessInterpersonalAgeIncomeEducationJobpositionPersonalityRiskattitudesCultureIndividualBusinessBuyerOrganizationalFactorsPurchasing-DepartmentUpgradingCross-FunctionalRolesCentralize

6、dPurchasingDecentralizedPurchasingofSmallTicketItemsInternetPurchasingLong-TermContractsPurchasing-PerformanceEvaluation&Pro.BuyersLeanProductionProblemRecognitionGeneralNeedDescriptionProductSpecificationSupplierSearchProposalSolicitationSupplierSelectionOrderRoutineSpecific

7、ationPerformanceReviewPostPurchasePurchaseInfoSearch/EvalNeedRecognitionInstitutionalMarketsCaptivePatronsLowBudgetsGovernmentMarketsDomesticSuppliersOpenBidsCostMinimizationPublicReviewPaperworkReviewHowBusiness&ConsumerMarketsDifferOrganizationalBuyingSituationsParticipants

8、intheBusinessBuyingProcessMajorInfluencesonOrganizationalBuyersBusin