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时间:2021-05-12
《[精选]菲利普科特勒-《市场营销讲义》07.pptx》由会员上传分享,免费在线阅读,更多相关内容在应用文档-天天文库。
1、Chapter7AnalyzingBusinessMarkets&BusinessMarketingManagementTenthEditionObjectivesHowBusiness&ConsumerMarketsDifferOrganizationalBuyingSituationsParticipantsintheBusinessBuyingProcessMajorInfluencesonOrganizationalBuyersBusinessBuyerDecisionMakingInstitutiona
2、l&GovernmentBuyingBusinessvs.ConsumerMarketsFewerbuyersLargerbuyersClosesupplier-customerrelationshipGeographicallyconcentratedDeriveddemandInelasticdemandFluctuatingdemandBusinessvs.ConsumerMarketsProfessionalpurchasingSeveralbuyinginfluencesMultiplesalescal
3、lsDirectpurchasingReciprocityLeasingInvolvedDecisionMakingModifiedRebuyNewTaskBuyingStraightRebuyUtilitiesOfficeSuppliesBulkchemicalsNewvehiclesElec.EquipConsultantsComputerequip.CustomfurnitureInstalledcomponentsBuildingsWeaponsystemsParticipantsintheBusines
4、sBuyingProcessGatekeepersInitiatorsBuyersInfluencersDecidersUsersApproversMajorInfluencesonIndustrialBuyingBehaviorLevelofdemandEconomicoutlookInterestrateRateoftechno-logicalchangePoliticalandregulatorydevelopmentsCompetitivedevelopmentsSocialresponsi-bility
5、concernsEnvironmentalObjectivesPoliciesProceduresOrganizationalstructuresSystemsOrganizationalInterestsAuthorityStatusEmpathyPersuasive-nessInterpersonalAgeIncomeEducationJobpositionPersonalityRiskattitudesCultureIndividualBusinessBuyerOrganizationalFactorsPu
6、rchasing-DepartmentUpgradingCross-FunctionalRolesCentralizedPurchasingDecentralizedPurchasingofSmallTicketItemsInternetPurchasingLong-TermContractsPurchasing-PerformanceEvaluation&Pro.BuyersLeanProductionProblemRecognitionGeneralNeedDescriptionProductSpecific
7、ationSupplierSearchProposalSolicitationSupplierSelectionOrderRoutineSpecificationPerformanceReviewPostPurchasePurchaseInfoSearch/EvalNeedRecognitionInstitutionalMarketsCaptivePatronsLowBudgetsGovernmentMarketsDomesticSuppliersOpenBidsCostMinimizationPublicRev
8、iewPaperworkReviewHowBusiness&ConsumerMarketsDifferOrganizationalBuyingSituationsParticipantsintheBusinessBuyingProcessMajorInfluencesonOrganizationalBuyersBusinessBuyerDecisionMakingInst
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