Principles of Marketing 4-1 Session 4 Business Buying Behavior Text:Chapter 6 制卧经价蜀易大考 国际商学院市场营销学系
Principles of Marketing Business Buying Behavior Business Buying Behavior 4 － 1 4 － 1 Session 4 Session 4 Text: Chapter 6
Outline 4-2 I.Characteristics of Business Markets II.Model of Business E Buying Behavior III. Business Buying S Situations and Process IV.Value Building and Relationship Marketing V.Internal Marketing 制卧价蜀易大学 国际商学院市场营销学系
Outline I. Characteristics of Business I. Characteristics of Business Markets Markets II. Model of Business Buying II. Model of Business Buying Behavior Behavior III. Business Buying Situations III. Business Buying Situations and Process and Process IV. Value Building and Relationship IV. Value Building and Relationship Marketing Marketing V. Internal Marketing V. Internal Marketing 4－2 4－2
I.Characteristics of Business Markets 4-3 Market Structure and Demand Nature of Buying Unit > Types of Decisions and Decision Process Other Characteristics 制计价蜀易大孝 国际商学院市场营销学系
¾ Market Structure and Demand ¾ Nature of Buying Unit ¾ Types of Decisions and Decision Process ¾ Other Characteristics I. Characteristics of Business Markets 4－3 4－3
Institutional and Government Markets 4-4 Institutional Markets Low Budgets Captive Patrons Government Markets Centralized Buying Public Review Outside Publics Submit Bids Noneconomic Criteria 制计价蜀易大孝 国际商学院市场营销学系
Institutional Markets Institutional Markets Low Budgets Low Budgets Captive Patrons Captive Patrons Government Markets Government Markets Centralized Buying Centralized Buying Public Review Public Review Noneconomic Criteria Noneconomic Criteria Outside Publics Outside Publics Submit Bids Submit Bids 4－4 4－4 Institutional and Government Markets
Major Influences on Business Buying 4-5 Environmental Organizational Interpersonal Individual Buyers 制计价蜀易大孝 国际商学院市场营销学系
Environmental Environmental Organizational Organizational Interpersonal Interpersonal Individual Individual Buyers Buyers 4－5 4－5 Major Influences on Business Buying