【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-alltheorganizationsthatbuygoodsandservicestouseintheproductionofotherproductsandservicesthataresold,ren

ted,orsuppliedtoothers.•Businessmarketsinvolvemanymoredollarsanditemsdoconsumermarkets.TypesofDecisions&theDecisionPr

ocess产业市场的特性MarketStructureandDemand•Fewer,largerbuyers•Geographicallyconcentrated•Demandderivedfromconsumers•Inelasticdemand•Fluctuat

ingdemandNatureoftheBuyingUnit•Morebuyers•Moreprofessionalpurchasingeffort•Morecomplexdecisions•Processismoreformalized•Buyerandselleraremo

redependentoneachother•Buildcloselong-termrelationships产业市场购买类型StraightRebuyNewTaskBuyingModifiedRebuyolvedDecisionMaking购买过程的

参与者:采购中心BuyingCenterUsersGatekeepersDecidersInfluencersBuyers影响产业购买的主要因素EnvironmentalEconomic,Technological,Political,Competitive&CulturalOrganizatio

nalObjectives,Policies,Procedures,Structure,&SystemsInterpersonalAuthority,Status,Empathy&PersuasivenessIndividualAge,Education,JobPosi

tion,Personality&RiskAttitudesBuyers政府市场GovernmentMarketsSpecializedBuyingPublicReviewNegotiatedContracts

OutsidePublicsOpenBids