04 Business Buying Behavior.pdf

文档介绍：Principles of Marketing
44--11
SessionSession 44
BusinessBusiness BuyingBuying BehaviorBehavior
Text: Chapter 6
国际商学院市场营销学系
Outline
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. CharacteristicsCharacteristics ofof BusinessBusiness
MarketsMarkets
. ModelModel ofof BusinessBusiness BuyingBuying
BehaviorBehavior
. BusinessBusiness BuyingBuying SituationsSituations
andand ProcessProcess
. ValueValue BuildingBuilding andand RelationshipRelationship
MarketingMarketing
. InternalInternal MarketingMarketing
国际商学院市场营销学系
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. CharacteristicsCharacteristics ofof BusinessBusiness
MarketsMarkets
国际商学院市场营销学系
I. Characteristics of Business Markets
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¾ Market Structure and Demand
¾ Nature of Buying Unit
¾ Types of Decisions and Decision
Process
¾ Other Characteristics
国际商学院市场营销学系
Institutional and Government Markets
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InstitutionalInstitutional MarketsMarkets
LowLow BudgetsBudgets CaptiveCaptive PatronsPatrons
GovernmentGovernment MarketsMarkets
CentralizedCentralized BuyingBuying PublicPublic ReviewReview
OutsideOutside PublicsPublics SubmitSubmit BidsBids
oneconomic Criteria Criteria
国际商学院市场营销学系
Major Influences on Business Buying
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EnvironmentalEnvironmental
anizational
InterpersonalInterpersonal
IndividualIndividual
BuyersBuyers
国际商学院市场营销学系
44--77
. ModelModel ofof BusinessBusiness BuyingBuying
BehaviorBehavior
国际商学院国际商学院市场营销学系市场营销学系
II. A Model of Business
Buying Behavior
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TheThe EnvironmentEnvironment
TheThe anizational
The Buying Centre
Buying
Decision
Process
Buyer’sBuyer’s ResponseResponse
国际商学院市场营销学系
44--99
. BusinessBusiness BuyingBuying SituationsSituations
andand ProcessProcess
国际商学院市场营销学系
III. Business Buying Situations
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Types of Business Buying Situations
¾ Straight Rebuy
¾ Modified Rebuy
¾ New Task Buying
国际商学院市场营销学系