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1、Chapter7 AnalyzingBusinessMarkets BusinessBuyingBehavior MarketingManagementTenthEditionPhilipKotler Objectives HowBusiness ConsumerMarketsDifferOrganizationalBuyingSituationsParticipantsintheBusinessBuyingProcessMajorInfluencesonOrganizationalBuyersBusinessBuyerDecisionMakingInstitutional Governmen
2、tBuying Businessvs ConsumerMarkets FewerbuyersLargerbuyersClosesupplier customerrelationshipGeographicallyconcentratedDeriveddemandInelasticdemandFluctuatingdemand Businessvs ConsumerMarkets ProfessionalpurchasingSeveralbuyinginfluencesMultiplesalescallsDirectpurchasingReciprocityLeasing UtilitiesOf
3、ficeSuppliesBulkchemicals NewvehiclesElec EquipConsultantsComputerequip CustomfurnitureInstalledcomponentsBuildingsWeaponsystems ParticipantsintheBusinessBuyingProcess Gatekeepers Initiators Buyers Influencers Deciders Users Approvers MajorInfluencesonIndustrialBuyingBehavior BusinessBuyer Organizat
4、ionalFactors Purchasing DepartmentUpgrading Cross FunctionalRoles CentralizedPurchasing DecentralizedPurchasingofSmallTicketItems InternetPurchasing Long TermContracts Purchasing PerformanceEvaluation Pro Buyers LeanProduction ProblemRecognition PostPurchase Purchase InfoSearch Eval NeedRecognition InstitutionalMarkets GovernmentMarkets Review HowBusiness ConsumerMarketsDifferOrganizationalBuyingSituationsParticipantsintheBusinessBuyingProcessMajorInfluencesonOrganizationalBuyersBusinessBuyerDecisionMakingInstitutional GovernmentBuying