产业市场和产业购买行为分析报告.ppt
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1、路漫漫其悠远路漫漫其悠远少壮不努力,老大徒悲伤少壮不努力,老大徒悲伤少壮不努力,老大徒悲伤少壮不努力,老大徒悲伤2023/5/19产业市场和产业购买行产业市场和产业购买行为分析报告为分析报告路漫漫其悠远路漫漫其悠远锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂Objectives目 标Be able to define the business market and explain how business markets differ from consumer markets.Know the major factors that influence busine
2、ss buyer behavior.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路漫漫其悠远路漫漫其悠远锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂Objectives目 标Understand the steps in the business buying decision process.Understand institutional and government markets and how buyers in these markets make their buying decisions.列举并定义购买决策过程的
3、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路漫漫其悠远路漫漫其悠远锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂Sells jets exclusively for corporate use300 500 customers worldwideRational,objective,and human factors influence business buyers decisionsMultiple people are involved in the decisionBuying influences include the CEO,pi
4、lot,board members,even spousesCompany has been highly successfulGulfstream Aerospace 湾流航空公司湾流航空公司Case Study 案例研究路漫漫其悠远路漫漫其悠远锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂Definition 定义Business Buyer Behavior:The buying behavior of organizations that buy goods and services for use in the production of other pro
5、ducts and services or for the purpose of reselling or renting them to others at a profit.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路漫漫其悠远路漫漫其悠远锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂Business Markets 产 业市场Characteristics of Business MarketsSales in the business market far exceed sales in consu
6、mer markets.Business markets differ from consumer markets in many ways.vMarketing structure and demandvNature of the buying unitvTypes of decisions and the decision process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v营 销结构与需求v购买单位的性质v决策类型和决策过程路漫漫其悠远路漫漫其悠远锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂Marketing S
7、tructure and Demand营 销结构与需求与消费者市场相比产品市场 v消费者数量少但规模大产品顾客 v地域上更集中需求 不同v需求 有自发性v缺乏弹性v需求波动和改变迅速Compared to consumer markets:Business markets vhave fewer but larger customersBusiness customers vare more geographically concentratedDemand is differentvDemand is derived vDemand is price inelasticvDemand flu
8、ctuates more,and changes more quickly路漫漫其悠远路漫漫其悠远锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂Nature of the Buying Unit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Compared to consumer purchases:Business purchases involve more buyers in the decision process.Purchasing efforts are undertaken by professional buye
9、rs.路漫漫其悠远路漫漫其悠远锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂Types of Decisions and the Decision Process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Compared to consumer purchases:Business buyers face more complex buying decisions.The buying process is more formalized.Buyers and sellers work more
10、closely together and build long-term relationships.路漫漫其悠远路漫漫其悠远锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂Business Buyer Behavior产 业购买行为Major Types of Buying SituationsStraight rebuyv Reordering without modificationModified rebuyv Requires modification to prior purchaseNew taskv First-time purchase购买情况的主要类
11、型直接重购v不加修改地重新订购调整重购v需要对较早的购买进行调整新购v首次购买路漫漫其悠远路漫漫其悠远锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂锲而不舍,金石可镂Business Buyer Behavior产 业购买行为Systems Selling:Buying a packaged solution to a problem from a single seller.v Convenience is a major benefitOften a key marketing strategy for businesses seeking to win and hold acco
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