《市场营销》（英文版） Chapter 7 Problem Recognition

Objectives How business Consumer markets Differ Organizational Buying Situations Participants in the Business Buying Process Major Influences on Organizational buyers Business Buyer Decision Making Institutional Government Buying C2000 Prentice Hall

©2000 Prentice Hall Objectives How Business & Consumer Markets Differ Organizational Buying Situations Participants in the Business Buying Process Major Influences on Organizational Buyers Business Buyer Decision Making Institutional & Government Buying

Organizational Factors Decentralized Purchasing Cross- Centralized Department Functional Purchasing Roles Purchasing of small Upgrading Ticket Items Purchasing- Internet Long-Term Performance Lean Purchasing Contracts Evaluation Production ro.Buyers C2000 Prentice Hall

©2000 Prentice Hall Organizational Factors Purchasing￾Department Upgrading Cross￾Functional Roles Centralized Purchasing Decentralized Purchasing of Small Ticket Items Internet Purchasing Long-Term Contracts Purchasing￾Performance Evaluation & Pro. Buyers Lean Production

Need Problem Recognition tecognition General Need Description Info Product Specification Search/ Supplier Search Eval Proposal Solicitation Purchase Supplier Selection OrderRoutine Specification Post Performance Review Purchase C2000 Prentice Hall

©2000 Prentice Hall Problem Recognition General Need Description Product Specification Supplier Search Proposal Solicitation Supplier Selection Order Routine Specification Performance Review Post Purchase Purchase Info Search/ Eval Need Recognition

Institutional Markets Low Budgets Captive Patrons C2000 Prentice Hall

©2000 Prentice Hall Institutional Markets Low Budgets Captive Patrons

Government Markets Domestic Suppliers Public review Cost Minimization Open Bids Paperwork C2000 Prentice Hall

©2000 Prentice Hall Government Markets Domestic Suppliers Cost Minimization Open Bids Public Review Paperwork