產(chǎn)業(yè)市場(chǎng)和產(chǎn)業(yè)購(gòu)買行為-文庫(kù)吧資料
2025-01-21 05:09本頁面
【正文】 decisions ? Multiple people are involved in the decision ? Buying influences include the CEO, pilot, board members, even spouses ? Company has been highly successful Gulfstream Aerospace 灣流航空公司 Case Study 案例研究 3 Definition 定義 ? Business Buyer Behavior: ? The buying behavior of anizations that buy goods and services for use in the production of other products and services or for the purpose of reselling or renting them to others at a profit. ? 產(chǎn)業(yè)購(gòu)買行為： ? 公司購(gòu)買產(chǎn)品或服務(wù)以用于其它產(chǎn)品或服務(wù)的生產(chǎn)，或?yàn)榱嗽黉N售或租賃它們從中獲利的購(gòu)買行為 4 Business Markets 產(chǎn)業(yè)市場(chǎng) ? Characteristics of Business Markets ? Sales in the business market far exceed sales in consumer markets. ? Business markets differ from consumer markets in many ways. ? Marketing structure and demand ? Nature of the buying unit ? Types of decisions and the decision process ? 產(chǎn)業(yè)市場(chǎng)的特點(diǎn) ? 產(chǎn)業(yè)市場(chǎng)的銷量遠(yuǎn)超過消費(fèi)者市場(chǎng) ? 產(chǎn)業(yè)市場(chǎng)在許多方面不同于消費(fèi)者市場(chǎng) ?營(yíng)銷結(jié)構(gòu)與需求 ?購(gòu)買單位的性質(zhì) ?決策類型和決策過程 5 Marketing Structure and Demand 營(yíng)銷結(jié)構(gòu)與需求 ? 與消費(fèi)者市場(chǎng)相比 ? 產(chǎn)品市場(chǎng) ? 消費(fèi)者數(shù)量少但規(guī)模大 ? 產(chǎn)品顧客 ? 地域上更集中 ? 需求不同 ? 需求有自發(fā)性 ? 缺乏彈性 ? 需求波動(dòng)和改變迅速 ? Compared to consumer markets: ? Business markets ? have fewer but larger customers ? Business customers ? are more geographically concentrated ? Demand is different ? Demand is derived ? Demand is price inelastic ? Demand fluctuates more, and changes more quickly 6 Nature of the Buying Unit 購(gòu)買單位性質(zhì) ? 與消費(fèi)者購(gòu)買相比： ? 產(chǎn)業(yè)購(gòu)?fù)ǔＩ婕案嗟臎Q策成員 ? 購(gòu)買努力由買方個(gè)人作出 ? Compared to consumer purchases: ? Business purchases involve more buyers in the decision process. ? Purchasing efforts are undertaken by professional buyers. 7 Types of Decisions and the Decision Process 決策類型和決策過程 ? 與消費(fèi)者購(gòu)買相比： ? 產(chǎn)業(yè)購(gòu)買者面對(duì)更復(fù)雜的購(gòu)買決策 ? 購(gòu)買過程更加正式 ? 買賣雙方相互依存，建立長(zhǎng)期關(guān)系
化學(xué)相關(guān)推薦
鄂ICP備17016276號(hào)-1