Bài giảng Marketing - Chương 7: Analyzing business markets and buyer behavior

Objectives of chapter 7: Understand the nature of the business market and how it differs from the consumer market, learn how institutions and government agencies buy, identify the different buying situations faced by organizational buyers,... Inviting you to refer.
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Bài giảng Marketing - Chương 7: Analyzing business markets and buyer behavior Chapter7 Analyzing Business Markets and Buyer Behavior PowerPoint by Karen E. James Louisiana State University - Shreveport©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 7 Objectives  Understand the nature of the business market and how it differs from the consumer market.  Learn how institutions and government agencies buy.  Identify the different buying situations faced by organizational buyers.©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 7 Objectives  Identify the participants in the business buying process and the various influences impacting business buying decisions.  Understand how business buyers make their decisions.©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 7 OrganizationalBuying  Organizational buying is: “the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.”©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 7 OrganizationalBuying  Compared to Consumer Markets, Business Markets have . . . – Fewer buyers – Larger buyers – Geographically concentrated buyers – Close relationships with their supplier-customers©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 7 OrganizationalBuying Other Business Market Characteristics  Fluctuating  Multiple buying demand influences  Derived demand  Multiple sales calls  Inelastic demand  Direct purchasing  Professional  Reciprocity purchasing  Leasing©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 7 OrganizationalBuying The Business Market Includes For-Profit Companies and Two Specialized Groups: – The institutional market Schools, hospitals, prisons, etc. with captive audiences Cost and quality standards drive purchases – The government market Bidding process awards contracts©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 7 OrganizationalBuying Buying Situations  Routine reorders from approved vendor list Straight rebuy  Low involvement, Modified rebuy minimal time commitment New task  Example: copier paper©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 7 OrganizationalBuying Buying Situations  Specifications, prices, delivery terms or other Straight rebuy aspects require modification Modified rebuy  Moderate level of New task involvement and time commitment  Example: desktop computers©2003 Prentice Ha ...