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1、 2000 Prentice HallObjectivesHow Business & Consumer Markets DifferOrganizational Buying SituationsParticipants in the Business Buying ProcessMajor Influences on Organizational BuyersBusiness Buyer Decision MakingInstitutional & Government Buying2000 Prentice HallBusiness vs. Consumer MarketsFewer b
2、uyersLarger buyersClose supplier-customer relationshipGeographically concentratedDerived demandInelastic demandFluctuating demand2000 Prentice HallBusiness vs. Consumer MarketsProfessional purchasing Several buying influencesMultiple sales callsDirect purchasingReciprocityLeasing2000 Prentice HallIn
3、volved Decision MakingInvolved Decision MakingModified RebuyModified RebuyNew Task BuyingNew Task BuyingStraight RebuyStraight RebuyUtilities Office Supplies Bulk chemicalsNew vehicles Elec. Equip Consultants Computer equip.Custom furniture Installed components Buildings Weapon systems2000 Prentice
4、HallParticipants in the Business Buying ProcessGatekeepersInitiatorsBuyersInfluencersDecidersUsersApprovers2000 Prentice HallMajor Influences on Industrial Buying BehaviorLevel ofdemand EconomicoutlookInterest rate Rate of techno-logical change Political andregulatorydevelopments Competitivedevelopm
5、entsSocial responsi-bility concernsEnvironmentalObjectivesPoliciesProceduresOrganizational structuresSystemsOrganizationalInterestsAuthorityStatusEmpathyPersuasive-nessInterpersonalAge Income Education Job position Personality Risk attitudes CultureIndividualBusiness Buyer2000 Prentice HallOrganizat
6、ional FactorsPurchasing- Department UpgradingCross- Functional RolesCentralized PurchasingDecentralized Purchasing of Small Ticket ItemsInternet PurchasingLong-Term ContractsPurchasing- Performance Evaluation & Pro. BuyersLean Production2000 Prentice HallProblem RecognitionGeneral Need DescriptionPr
7、oduct SpecificationSupplier SearchProposal SolicitationSupplier SelectionOrder Routine SpecificationPerformance ReviewPostPost PurchasePurchasePurchasePurchaseInfoInfo Search/Search/ EvalEvalNeedNeed RecognitionRecognition2000 Prentice HallInstitutional MarketsInstitutional MarketsCaptive PatronsCap
8、tive PatronsLow BudgetsLow Budgets2000 Prentice HallGovernment MarketsDomestic SuppliersOpen BidsCost MinimizationPublic ReviewPaperwork2000 Prentice HallReviewHow Business & Consumer Markets DifferOrganizational Buying SituationsParticipants in the Business Buying ProcessMajor Influences on Organizational BuyersBusiness Buyer Decision MakingInstitutional & Government Buying
