1. Trang chủ
  2. » Kinh Doanh - Tiếp Thị

Bộ Slide Bài Giảng Quản Trị Marketing 07

17 665 4
Tài liệu đã được kiểm tra trùng lặp

Đang tải... (xem toàn văn)

Tài liệu hạn chế xem trước, để xem đầy đủ mời bạn chọn Tải xuống

THÔNG TIN TÀI LIỆU

Thông tin cơ bản

Định dạng
Số trang 17
Dung lượng 46,5 KB

Nội dung

Bộ Slide Bài Giảng Quản Trị Marketing

To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 7©2003 Prentice Hall, Inc.Chapter 7Chapter 7Analyzing Business Analyzing Business Markets and Buyer Markets and Buyer BehaviorBehaviorPowerPoint by Karen E. JamesPowerPoint by Karen E. JamesLouisiana State University - ShreveportLouisiana State University - Shreveport To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 7©2003 Prentice Hall, Inc.ObjectivesObjectivesUnderstand the nature of the business market and how it differs from the consumer market.Learn how institutions and government agencies buy.Identify the different buying situations faced by organizational buyers. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 7©2003 Prentice Hall, Inc.ObjectivesObjectivesIdentify the participants in the business buying process and the various influences impacting business buying decisions.Understand how business buyers make their decisions. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingOrganizational buying is: “the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.” To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingCompared to Consumer Markets, Business Markets have . . .–Fewer buyers–Larger buyers–Geographically concentrated buyers–Close relationships with their supplier-customers To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingFluctuating demandDerived demandInelastic demandProfessional purchasingMultiple buying influencesMultiple sales callsDirect purchasingReciprocityLeasingOther Business Market Characteristics To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingThe Business Market Includes For-Profit Companies and Two Specialized Groups:–The institutional marketSchools, hospitals, prisons, etc. with captive audiencesCost and quality standards drive purchases–The government marketBidding process awards contracts To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingBuying SituationsStraight rebuyModified rebuyNew taskRoutine reorders from approved vendor listLow involvement, minimal time commitmentExample: copier paper To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingBuying SituationsStraight rebuyModified rebuyNew taskSpecifications, prices, delivery terms or other aspects require modification Moderate level of involvement and time commitmentExample: desktop computers To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 7©2003 Prentice Hall, Inc.Organizational BuyingOrganizational BuyingBuying SituationsStraight rebuyModified rebuyNew taskPurchasing a product or service for the first time High level of involvement and time commitment; multiple influencesExample: selecting a web site design firm or consultant [...]... Inc To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 7 Participants in Business Buying Buying center members fill one or more roles in the purchase decision process:  Initiators  Deciders  Users  Approvers  Influencers  Buyers Gatekeepers ©2003 Prentice Hall, Inc To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 7 Influences... responsibility To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 7 Influences on Business Buyers Major Influences  Environmental  Organizational  Objectives  Policies  Procedures  Interpersonal  Organizational structures  Individual  Systems ©2003 Prentice Hall, Inc To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 7 Influences on Business... Persuasiveness To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 7 Influences on Business Buyers Major Influences  Age  Income  Environmental  Education  Organizational  Job position  Interpersonal  Personality  Individual ©2003 Prentice Hall, Inc  Risk attitudes  Culture To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 7 Purchasing/Procurement... need description  Supplier selection  Product specification  Supplier search ©2003 Prentice Hall, Inc  Order-routine specification  Performance review To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 7 . To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 7©2003 Prentice Hall, Inc.Chapter 7Chapter. State University - Shreveport To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 7©2003 Prentice Hall, Inc.ObjectivesObjectivesUnderstand

Ngày đăng: 26/10/2012, 11:11

TỪ KHÓA LIÊN QUAN

w