国际营销国际营销国际营销 (13).pdf

Analyzing Business MarketsChapter 7studyLearning Objectives03Who participates in the business-to-business buying process?01What is organizational buying?04How do business buyers make their decisions?02What buying situations do business buyers face?05In what ways can business-to-business companies develop effective marketing programs?06How can companies build strong loyalty relationships with business customers?07How do institutional buyers and government agencies do their buying?What is Organizational Buying?Business marketConsists of all the organizations that acquire goods and services used in the production of other products or services that are sold,rented,or supplied to others输 入 您 的 标 题PLEASE ADD YOUR TITTLE HERECall:+22 1234567Businessmarkets Fewer,larger buyers Close suppliercustomer relationships Professional purchasing Multiple buying influencesMultiple sales callsDerived demandInelastic demandFluctuating demandGeographically concentrated buyersDirect purchasingBuyingsituationsSTART123Straight RebuyModified RebuyNew TaskUsersDecidersInfluencersInitiatorsThe buying centerBuyersGatekeepersApproversThe buying center输 入 您 的 标 题Targeting within the Business Center01Who are the major decision participants?02 What decisions do they influence,and how deeply?03What evaluation criteria do they use?The Purchasing/Procurement ProcessBusiness buyers seek the highest benefit package(economic,technical,service,and social)in relationship to a market offerings costs。