【文档说明】ade_市场营销学双语课件5（PPT 6）--影响产业购买的主要因素.pptx，共(6)页，113.896 KB，由精品优选上传

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什么是产业市场?•TheBusinessMarket-alltheorganizationsthatbuygoodsandservicestouseintheproductionofotherproductsands

ervicesthataresold,rented,orsuppliedtoothers.•Businessmarketsinvolvemanymoredollarsanditemsdoconsumermarkets.TypesofDecisions&th

eDecisionProcess产业市场的特性MarketStructureandDemand•Fewer,largerbuyers•Geographicallyconcentrated•Demandderivedfromcons

umers•Inelasticdemand•FluctuatingdemandNatureoftheBuyingUnit•Morebuyers•Moreprofessionalpurchasingeffort•Morecomplexdecisions•Proces

sismoreformalized•Buyerandselleraremoredependentoneachother•Buildcloselong-termrelationships产业市场购买类型StraightRebuyNewTaskBuyingModifie

dRebuyolvedDecisionMaking购买过程的参与者:采购中心BuyingCenterUsersGatekeepersDecidersInfluencersBuyers影响产业购买的主要因素EnvironmentalEco

nomic,Technological,Political,Competitive&CulturalOrganizationalObjectives,Policies,Procedures,Structure,&Sys

temsInterpersonalAuthority,Status,Empathy&PersuasivenessIndividualAge,Education,JobPosition,Personality&RiskAttitudesBuyers政府市场GovernmentMa

rketsSpecializedBuyingPublicReviewNegotiatedContractsOutsidePublicsOpenBids