菲利普科特勒-《市场营销讲义》

1、.Chapter 7Analyzing BusinessMarkets & BusinessBuying BehaviorMarketing ManagementTenth EditionPhilip Kotler管理资源吧glzy8，提供海量管理资料免费下载！.ObjectivesHow Business & Consumer Markets DifferOrganizational Buying SituationsParticipants in the Business Buying ProcessMajor Influences on Organizational BuyersBusi

2、ness Buyer Decision MakingInstitutional & Government Buying管理资源吧glzy8，提供海量管理资料免费下载！.Business vs. Consumer MarketsFewer buyersLarger buyersClose supplier-customer relationshipGeographically concentratedDerived demandInelastic demandFluctuating demand管理资源吧glzy8，提供海量管理资料免费下载！.Business vs. Consumer Mark

3、etsProfessional purchasing Several buying influencesMultiple sales callsDirect purchasingReciprocityLeasing管理资源吧glzy8，提供海量管理资料免费下载！.Involved Decision MakingModified RebuyNew Task BuyingStraight RebuyUtilitiesOffice SuppliesBulk chemicalsNew vehiclesElec. EquipConsultantsComputer equip.Custom furnitu

4、reInstalled componentsBuildingsWeapon systems管理资源吧glzy8，提供海量管理资料免费下载！.Participants in the Business Buying ProcessGatekeepersInitiatorsBuyersInfluencersDecidersUsersApprovers管理资源吧glzy8，提供海量管理资料免费下载！.Major Influences on Industrial Buying BehaviorLevel ofdemandEconomicoutlookInterest rateRate of techno

5、-logical changePolitical andregulatorydevelopmentsCompetitivedevelopmentsSocial responsi-bility concernsEnvironmentalObjectivesPoliciesProceduresOrganizationalstructuresSystemsOrganizationalInterestsAuthorityStatusEmpathyPersuasive-nessInterpersonalAgeIncomeEducationJob positionPersonalityRisk attit

6、udesCultureIndividualBusinessBuyer管理资源吧glzy8，提供海量管理资料免费下载！.Organizational FactorsPurchasing-DepartmentUpgradingCross-FunctionalRolesCentralizedPurchasingDecentralized Purchasing of SmallTicket ItemsInternetPurchasingLong-TermContractsPurchasing-PerformanceEvaluation &Pro. BuyersLeanProduction管理资源吧gl

7、zy8，提供海量管理资料免费下载！.Problem RecognitionGeneral Need DescriptionProduct SpecificationSupplier SearchProposal SolicitationSupplier SelectionOrder Routine SpecificationPerformance ReviewPostPurchasePurchaseInfoSearch/EvalNeedRecognition管理资源吧glzy8，提供海量管理资料免费下载！.Institutional MarketsCaptive PatronsLow Budgets管理资源吧glzy8，提供海量管理资料免费下载！.Government MarketsDomestic SuppliersOpen BidsCost MinimizationPublic ReviewPaperwork管理资源吧glzy8，提供海量管理资料免费下载！.ReviewHow Business & Consumer Markets DifferOrganizational Buying SituationsParticipants in the Business Buying ProcessMajor