chapter6 Business Markets and Business Buyer Behavior

Chapter 6 Business Markets and Business Buyer Behavior 产业市场与产业购买者行为

Objectives

How Business & Consumer Markets Differ 产业市场与消费者市场的区别 The major types, participants and factors that influence Business Buying process 影响产业购买决策过程的主要类型、参与 者和因素

The steps in the Business Buyer Decision 产业购买决策过程的步骤 Institutional & Government Buying 机构&政府市场

read the opening case on UPS and then answer the following questions and share answers with the class.

What business is UPS in?

How well does UPS cover the business market?

What is a Business Market?

A business market comprises all the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others.

产业市场是指组织购买产品和服务为了 产业市场是指组织购买产品和服务为了 生产其他产品和服务，或是为了转售、 生产其他产品和服务，或是为了转售、 租赁等其他的行为。 租赁等其他的行为。 Business buying behavior

1. Business Markets产业市场 产业市场

1.1 Characteristics of Business Market 产业市场的特点 ⑴Marketing Structure and Demand

Business markets contain fewer but larger buyers Business customers are more geographically concentrated Business buyer demand is derived from final consumer demand Demand in many business markets is more inelasticnot affected as much in the short run by price changes Demand in business markets fluctuates more, and more quickly

1.1 Characteristics of Business Market 产业市场的特点

⑵Nature of the Buying Unit

Business purchases involve more buyers Business buying involves a more professional purchasing effort

⑶Types of Decisions and the Decision Process

Business buyers usually face more complex buying decisions The business buying process is more formalized

In business buying,buyers and sellers work closely together and build long-term relationships

1.2 A Model of Business Buyer Behavior产业购 产业购 买者的行为模型(Fig. 6.1) 买者的行为模型

The Environment

Marketing Stimuli:

Product Price Place Promotion

The Buying Organization

The buying center Buying decision process (Interpersonal and individual influences) (Organizational Influences)

Buyer Responses

Product or service choice Supplier Choice Order Quantities Delivery terms and times Service terms Payment

Other Stimuli:

Economic Technological Political Cultural Competitive

2. Business Buyer Behavior 产业购买行为

2.1 Major Types of Buying Situations购买 购买 情况的主要类型

New Task Buying

Involved Decision Making

Modified Rebuy

Straight Rebuy

Straight Rebuy：直接重购 直接重购 A business buying situation in which the buyer routinely reorders something without any modifications. Modified Rebuy：调整重