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1、7 0 BusinessMarketsandBusinessBuyerBehavior 产业市场和产业购买行为 7 1 Objectives目标 Beabletodefinethebusinessmarketandexplainhowbusinessmarketsdifferfromconsumermarkets Knowthemajorfactorsthatinfluencebusinessbuyerbehavior 定义产业市场并解释产业市场与消费者市场的区别辨析影响产业购买决策过程的主要因素 7 2 Objectives目标 Understandthestepsinthebusiness
2、buyingdecisionprocess Understandinstitutionalandgovernmentmarketsandhowbuyersinthesemarketsmaketheirbuyingdecisions 列举并定义购买决策过程的几个步骤比较政府和机构市场 说明机构和政府购买者是如何制定决策的 7 3 Sellsjetsexclusivelyforcorporateuse300 500customersworldwideRational objective andhumanfactorsinfluencebusinessbuyer sdecisions Multipl
3、epeopleareinvolvedinthedecisionBuyinginfluencesincludetheCEO pilot boardmembers evenspousesCompanyhasbeenhighlysuccessful GulfstreamAerospace湾流航空公司 CaseStudy案例研究 7 4 Definition定义 BusinessBuyerBehavior Thebuyingbehavioroforganizationsthatbuygoodsandservicesforuseintheproductionofotherproductsandservi
4、cesorforthepurposeofresellingorrentingthemtoothersataprofit 产业购买行为 公司购买产品或服务以用于其它产品或服务的生产 或为了再销售或租赁它们从中获利的购买行为 7 5 BusinessMarkets产业市场 CharacteristicsofBusinessMarketsSalesinthebusinessmarketfarexceedsalesinconsumermarkets Businessmarketsdifferfromconsumermarketsinmanyways Marketingstructureanddeman
5、dNatureofthebuyingunitTypesofdecisionsandthedecisionprocess 产业市场的特点产业市场的销量远超过消费者市场产业市场在许多方面不同于消费者市场营销结构与需求购买单位的性质决策类型和决策过程 7 6 MarketingStructureandDemand营销结构与需求 与消费者市场相比产品市场消费者数量少但规模大产品顾客地域上更集中需求不同需求有自发性缺乏弹性需求波动和改变迅速 Comparedtoconsumermarkets BusinessmarketshavefewerbutlargercustomersBusinesscustom
6、ersaremoregeographicallyconcentratedDemandisdifferentDemandisderivedDemandispriceinelasticDemandfluctuatesmore andchangesmorequickly 7 7 NatureoftheBuyingUnit购买单位性质 与消费者购买相比 产业购通常涉及更多的决策成员购买努力由买方个人作出 Comparedtoconsumerpurchases Businesspurchasesinvolvemorebuyersinthedecisionprocess Purchasingefforts
7、areundertakenbyprofessionalbuyers 7 8 TypesofDecisionsandtheDecisionProcess决策类型和决策过程 与消费者购买相比 产业购买者面对更复杂的购买决策购买过程更加正式买卖双方相互依存 建立长期关系 Comparedtoconsumerpurchases Businessbuyersfacemorecomplexbuyingdecisions Thebuyingprocessismoreformalized Buyersandsellersworkmorecloselytogetherandbuildlong termrelat
8、ionships 7 9 BusinessBuyerBehavior产业购买行为 MajorTypesofBuyingSituationsStraightrebuyReorderingwithoutmodificationModifiedrebuyRequiresmodificationtopriorpurchaseNewtaskFirst timepurchase 购买情况的主要类型直接重购不加修改地重新订购调整重购需要对较早的购买进行调整新购首次购买 7 10 BusinessBuyerBehavior产业购买行为 SystemsSelling Buyingapackagedsolutio
9、ntoaproblemfromasingleseller ConvenienceisamajorbenefitOftenakeymarketingstrategyforbusinessesseekingtowinandholdaccounts 系统购买 从销售商那里购买一揽子解决方案主要的好处是方便通常关键产业营销决策追求取胜与维持帐户 7 11 ParticipantsintheBusinessBuyingProcess产业购买过程的参与者 UsersBuyersGatekeepersInfluencersDeciders 使用者购买者门禁者影响者决策者 7 12 Environmental
10、环境因素 经济发展供应条件技术变化政策法规变动竞争趋势文化习俗 EconomictrendsSupplyconditionsTechnologicalchangeRegulatoryandpoliticalenvironmentsCompetitivedevelopmentsCultureandcustoms 7 13 Organizational组织因素 目标政策步骤组织结构系统 ObjectivesPoliciesProceduresOrganizationalstructureSystems 7 14 Interpersonal人际因素 权力地位趋向说服力 AuthorityStatus
11、EmpathyPersuasiveness 7 15 Individual个人因素 威信年龄教育职位个性风险态度 AuthorityAgeEducationJobpositionPersonalityRiskattitudes 7 16 BusinessBuyingProcess产业购买过程 EightStages Stage1 ProblemRecognitionStage2 GeneralNeedDescriptionStage3 ProductSpecificationValueanalysishelpstoreducecostsStage4 SupplierSearchSupplier
12、development 八个阶段阶段一 确认需求阶段二 描述基本需求阶段三 确定产生性能价值分析可以帮助降低成本阶段四 寻求供应商发展供应商 7 17 BusinessBuyingProcess产业购买过程 EightStages Stage5 ProposalSolicitationStage6 SupplierSelectionStage7 Order RoutineSpecificationBlanketcontractsareoftenusedformaintenance repairandoperatingitems Stage8 PerformanceReview 八个阶段 阶段五
13、 提出方案阶段六 选择供应商阶段七 制定常规订货手续经常用一揽子合同来维持 修理和操作阶段八 检查运行情况 7 18 BusinessBuyingProcess产业购买过程 BusinessBuyingontheInternetE procurementisgrowingrapidly Reverseauctionsaccountformuchoftheonlinepurchasingactivity E procurementoffersmanybenefits AccesstonewsuppliersLowerpurchasingcostsQuickerorderprocessingand
14、delivery 互联网上的产业购买数码采购正在快速增长反向拍卖占在线购买行为的大部分数码采购有许多好处 接近新供应商低采购成本理快的订货与交货进程 7 19 InstitutionalandGovernmentMarkets机构和政府市场 InstitutionalMarketsConsistofchurches schools prisons hospitals nursinghomesandotherinstitutionsthatprovidegoodsandservicestopeopleintheircare 机构市场包括学校 医院 护理院 监狱和其他机构 这些机构需要向它们责任范
15、围内的人提供产品和服务 7 20 InstitutionalandGovernmentMarkets机构和政府市场 InstitutionalMarketsOftencharacterizedbylowbudgetsandcaptivepatrons Marketersmaydevelopseparatedivisionsandmarketingmixestoserviceinstitutionalmarkets 机构市场通常有低预算和顾客受一定程度限制的特点营销者需要建立单独部门以满足机构购买者的特点和需要 7 21 InstitutionalandGovernmentMarkets机构和政
16、府市场 GovernmentMarketsGovernmentalunits federal state andlocal thatpurchaseorrentgoodsandservicesforcarryingoutthemainfunctionsofgovernment 政府市场政府单元 联邦 州和地方政府 购买或租赁商品或服务 用以执行其主要功能 7 22 InstitutionalandGovernmentMarkets机构和政府市场 GovernmentMarketsMorethan82 000buyingunits Requiresupplierstosubmitbids Favordomesticsuppliers Extensivepaperworkisrequiredfromsuppliers 政府市场超过82 000个购买单位需要供应商投标支持国内供应商需要供应商进行大量的书面工作 7 23 InstitutionalandGovernmentMarkets机构和政府市场 GovernmentMarketsGovernmentbuyersoftenfavor De
