产业市场和产业购买行为分析报告.ppt

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1、BusinessMarketsandBusinessBuyerBehavior产业市场和产业购买行为0Objectives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1Objectives目标Understandthestepsintheb

2、usinessbuyingdecisionprocess.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2Sellsjetsexclusivelyforcorporateuse300–500customersworldwideRational,objective,andhumanfactorsinfluencebusines

3、sbuyer’sdecisionsMultiplepeopleareinvolvedinthedecisionBuyinginfluencesincludetheCEO,pilot,boardmembers,evenspousesCompanyhasbeenhighlysuccessfulGulfstreamAerospace湾流航空公司CaseStudy案例研究3Definition定义BusinessBuyerBehavior:Thebuyingbehavioroforganizationsthatbuygoodsandservicesforus

4、eintheproductionofotherproductsandservicesorforthepurposeofresellingorrentingthemtoothersataprofit.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4BusinessMarkets产业市场CharacteristicsofBusinessMarketsSalesinthebusinessmarketfarexceedsalesinconsumermarkets.Businessmarketsdiffer

5、fromconsumermarketsinmanyways.MarketingstructureanddemandNatureofthebuyingunitTypesofdecisionsandthedecisionprocess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5MarketingStructureandDemand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Comparedtoc

6、onsumermarkets:BusinessmarketshavefewerbutlargercustomersBusinesscustomersaremoregeographicallyconcentratedDemandisdifferentDemandisderivedDemandispriceinelasticDemandfluctuatesmore,andchangesmorequickly6NatureoftheBuyingUnit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Comparedtocon

7、sumerpurchases:Businesspurchasesinvolvemorebuyersinthedecisionprocess.Purchasingeffortsareundertakenbyprofessionalbuyers.7TypesofDecisionsandtheDecisionProcess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:Businessbuyersfacemorecomplexbuying

8、decisions.Thebuyingprocessismoreformalized.Buyersandse