文档介绍：什么是产业市场?
The Business Market - all anizations that buy goods and services to use in the production of other products and services that are sold, rented, or supplied to others.
Business markets involve many more dollars and items do consumer markets.
Types of Decisions & the
Decision Process
产业市场的特性
Market Structure and Demand
Fewer, larger buyers
Geographically concentrated
Demand derived from consumers
Inelastic demand
Fluctuating demand
Nature of the Buying Unit
More buyers
More professional purchasing
effort
plex decisions
Process is more formalized
Buyer and seller are more
dependent on each other
Build close long-term relationships
with customers
产业市场购买类型
Straight Rebuy
New Task Buying
Modified Rebuy
Involved Decision Making
购买过程的参与者: 采购中心
Buying
Center
Users
Gatekeepers
Deciders
Influencers
Buyers
影响产业购买的主要因素
Environmental
E