BusinessMarketsandBusinessBuyerBehavior產(chǎn)業(yè)市場和產(chǎn)業(yè)購買行為0Objectives目標(biāo)Beabletodefinethebusinessmarketandexplainhowbusinessmarketsdifferfromconsumermarkets.Knowthemajorfactorsthatinfluencebusinessbuyerbehavior.定義產(chǎn)業(yè)市場并解釋產(chǎn)業(yè)市場與消費(fèi)者市場的區(qū)別辨析影響產(chǎn)業(yè)購買決策過程的主要因素1Objectives目標(biāo)Understandthestepsinthebusinessbuyingdecisionprocess.Understandinstitutionalandgovernmentmarketsandhowbuyersinthesemarketsmaketheirbuyingdecisions.列舉并定義購買決策過程的幾個(gè)步驟比較政府和機(jī)構(gòu)市場，說明機(jī)構(gòu)和政府購買者是如何制定決策的2Sellsjetsexclusivelyforcorporateuse300–500customersworldwideRational,objective,andhumanfactorsinfluencebusinessbuyer’sdecisionsMultiplepeopleareinvolvedinthedecisionBuyinginfluencesincludetheCEO,pilot,boardmembers,evenspousesCompanyhasbeenhighlysuccessfulGulfstreamAerospace灣流航空公司CaseStudy案例研究3Definition定義BusinessBuyerBehavior:Thebuyingbehavioroforganizationsthatbuygoodsandservicesforuseintheproductionofotherproductsandservicesorforthepurposeofresellingorrentingthemtoothersataprofit.產(chǎn)業(yè)購買行為：公司購買產(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買行為4BusinessMarkets產(chǎn)業(yè)市場CharacteristicsofBusinessMarketsSalesinthebusinessmarketfarexceedsalesinconsumermarkets.Businessmarketsdifferfromconsumermarketsinmanyways.MarketingstructureanddemandNatureofthebuyingunitTypesofdecisionsandthedecisionprocess產(chǎn)業(yè)市場的特點(diǎn)產(chǎn)業(yè)市場的銷量遠(yuǎn)超過消費(fèi)者市場產(chǎn)業(yè)市場在許多方面不同于消費(fèi)者市場營銷結(jié)構(gòu)與需求購買單位的性質(zhì)決策類型和決策過程5MarketingStructureandDemand

營銷結(jié)構(gòu)與需求與消費(fèi)者市場相比產(chǎn)品市場消費(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和改變迅速Comparedtoconsumermarkets:BusinessmarketshavefewerbutlargercustomersBusinesscustomersaremoregeographicallyconcentratedDemandisdifferentDemandisderivedDemandispriceinelasticDemandfluctuatesmore,andchangesmore

quickly6NatureoftheBuyingUnit

購買單位性質(zhì)與消費(fèi)者購買相比：產(chǎn)業(yè)購?fù)ǔＩ婕案嗟臎Q策成員購買努力由買方個(gè)人作出Comparedtoconsumerpurchases:Businesspurchasesinvolvemorebuyersinthedecisionprocess.Purchasingeffortsareundertakenbyprofessionalbuyers.7TypesofDecisionsandtheDecisionProcess

決策類型和決策過程

與消費(fèi)者購買相比：產(chǎn)業(yè)購買者面對更復(fù)雜的購買決策購買過程更加正式買賣雙方相互依存，建立長期關(guān)系Comparedtoconsumerpurchases:Businessbuyersfacemorecomplexbuyingdecisions.Thebuyingprocessismoreformalized.Buyersandsellersworkmorecloselytogetherandbuildlong-termrelationships.8BusinessBuyerBehavior

產(chǎn)業(yè)購買行為MajorTypesofBuyingSituationsStraightrebuyReorderingwithoutmodificationModifiedrebuyRequiresmodificationtopriorpurchaseNewtaskFirst-timepurchase購買情況的主要類型直接重購不加修改地重新訂購調(diào)整重購需要對較早的購買進(jìn)行調(diào)整新購首次購買9BusinessBuyerBehavior

產(chǎn)業(yè)購買行為SystemsSelling:Buyingapackagedsolutiontoaproblemfromasingleseller.ConvenienceisamajorbenefitOftenakeymarketingstrategyforbusinessesseekingtowinandholdaccounts.系統(tǒng)購買：從銷售商那里購買一攬子解決方案主要的好處是方便通常關(guān)鍵產(chǎn)業(yè)營銷決策追求取勝與維持帳戶10ParticipantsintheBusinessBuyingProcess

產(chǎn)業(yè)購買過程的參與者UsersBuyersGatekeepersInfluencersDeciders使用者購買者門禁者影響者決策者11

Environmental環(huán)境因素經(jīng)濟(jì)發(fā)展供應(yīng)條件技術(shù)變化政策法規(guī)變動競爭趨勢文化習(xí)俗EconomictrendsSupplyconditionsTechnologicalchangeRegulatoryandpoliticalenvironmentsCompetitivedevelopmentsCultureandcustoms12Organizational組織因素目標(biāo)政策步驟組織結(jié)構(gòu)系統(tǒng)ObjectivesPoliciesProceduresOrganizationalstructureSystems13

Interpersonal人際因素權(quán)力地位趨向說服力AuthorityStatusEmpathyPersuasiveness14

Individual個(gè)人因素威信年齡教育職位個(gè)性風(fēng)險(xiǎn)態(tài)度AuthorityAgeEducationJobpositionPersonalityRiskattitudes15BusinessBuyingProcess

產(chǎn)業(yè)購買過程EightStages:Stage1:ProblemRecognitionStage2:GeneralNeedDescriptionStage3:ProductSpecificationValueanalysishelpstoreducecostsStage4:SupplierSearchSupplierdevelopment八個(gè)階段階段一：確認(rèn)需求階段二：描述基本需求階段三：確定產(chǎn)生性能價(jià)值分析可以幫助降低成本階段四：尋求供應(yīng)商發(fā)展供應(yīng)商16BusinessBuyingProcess

產(chǎn)業(yè)購買過程EightStages:Stage5:ProposalSolicitationStage6:SupplierSelectionStage7:Order-RoutineSpecificationBlanketcontractsareoftenusedformaintenance,repairandoperatingitems.Stage8:PerformanceReview八個(gè)階段：階段五：提出方案階段六：選擇供應(yīng)商階段七：制定常規(guī)訂貨手續(xù)經(jīng)常用一攬子合同來維持、修理和操作階段八：檢查運(yùn)行情況17BusinessBuyingProcess

產(chǎn)業(yè)購買過程BusinessBuyingontheInternetE-procurementisgrowingrapidly.Reverseauctionsaccountformuchoftheonlinepurchasingactivity.E-procurementoffersmanybenefits:AccesstonewsuppliersLowerpurchasingcostsQuickerorderprocessinganddelivery互聯(lián)網(wǎng)上的產(chǎn)業(yè)購買數(shù)碼采購正在快速增長反向拍賣占在線購買行為的大部分?jǐn)?shù)碼采購有許多好處：接近新供應(yīng)商低采購成本理快的訂貨與交貨進(jìn)程18InstitutionalandGovernmentMarkets

機(jī)構(gòu)和政府市場InstitutionalMarketsConsistofchurches,schools,prisons,hospitals,nursinghomesandotherinstitutionsthatprovidegoodsandservicestopeopleintheircare.機(jī)構(gòu)市場包括學(xué)校、醫(yī)院、護(hù)理院、監(jiān)獄和其他機(jī)構(gòu)，這些機(jī)構(gòu)需要向它們責(zé)任范圍內(nèi)的人提供產(chǎn)品和服務(wù)19InstitutionalandGovernmentMarkets

機(jī)構(gòu)和政府市場InstitutionalMarketsOftencharacterizedbylowbudgetsandcaptivepatrons.Marketersmaydevelopseparatedivisionsandmarketingmixestoserviceinstitutionalmarkets.機(jī)構(gòu)市場通常有低預(yù)算和顧客受一定程度限制的特點(diǎn)營銷者需要建立單獨(dú)部門以滿足機(jī)構(gòu)購買者的特點(diǎn)和需要。20InstitutionalandGovernmentMarkets

機(jī)構(gòu)和政府市場GovernmentMarketsGovernmentalunits–federal,state,andlocal–thatpurchaseorrentgoodsandservicesforcarryingoutthemainfunctionsofgovernment.政府市場政府單元——聯(lián)邦、州和地方政府——購買或租賃商品或服務(wù)，用以執(zhí)行其主要功能21InstitutionalandGovernmentMarkets

機(jī)構(gòu)和政府市場GovernmentMarketsMorethan82,000buyingunits.Requiresupplierstosubmitbids.Favordomesticsuppliers.Extensivepaperworkisrequiredfromsuppliers.政府市場超過82，000個(gè)購買單位需要供應(yīng)商投標(biāo)支持國內(nèi)供應(yīng)商需要供