对外经济贸易大学：《营销学原理》课程教学资源（授课教案，2007）Session 04 Business Buying Behavior

Principles of Marketing 4-1 Session 4 Business Buying Behavior Text:Chapter 6 對好酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 4－1 Principles of Marketing Business Buying Behavior Session 4 Text: Chapter 6

Outline 4-2 I.Characteristics of Business Markets II.Model of Business Buying Behavior III.Business Buying Situations and Process IV.Value Building and Relationship Marketing V.Internal Marketing 對至（竹置多大芳 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 4－2 Outline I. Characteristics of Business Markets II. Model of Business Buying Behavior III. Business Buying Situations and Process IV. Value Building and Relationship Marketing V. Internal Marketing

4-3 I.Characteristics of Business Markets 雒對酒价置昌大孝 国厨帝学貌市畅暮销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 4－3 I. Characteristics of Business Markets 国际商学院 市场营销学系

I.Characteristics of Business Markets 4-4 Market Structure and Demand Nature of Buying Unit Types of Decisions and Decision Process Other Characteristics ”對至（的宜多大差 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 4－4  Market Structure and Demand  Nature of Buying Unit  Types of Decisions and Decision Process  Other Characteristics I. Characteristics of Business Markets

Institutional and Government Markets Institutional Markets 5 Low Budgets Captive Patrons Government Markets Centralized Buying Public Review Outside Publics Submit Bids Noneconomic Criteria 雒對酒价置昌大专 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 Institutional Markets 4－5 Low Budgets Captive Patrons Government Markets Centralized Buying Public Review Noneconomic Criteria Outside Publics Submit Bids Institutional and Government Markets

Major Influences on Business Buying 4-6 Environmental Organizational Interpersonal Individual Buyers 篮對酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 4－6 Environmental Organizational Interpersonal Individual Buyers Major Influences on Business Buying

4-7 ll.Model of Business Buying Behavior 雒對酒价置昌大专 国厨帝学貌市畅暮销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 4－7 II. Model of Business Buying Behavior 国际商学院 市场营销学系

ll.A Model of Business Buying Behavior 4-8 The Environment The Buying Organizational The Buying Centre Buying Decision Process Buyer's Response 對逐（竹質易大号 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 4－8 The Environment The Buying Organizational Buyer’s Response The Buying Centre Buying Decision Process II. A Model of Business Buying Behavior

4-9 lll.Business Buying Situations and Process 雒對酒价置昌大专 国厨帝学貌畅暮销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 4－9 III. Business Buying Situations and Process 国际商学院 市场营销学系

lll.Business Buying Situations 4-10 Types of Business Buying Situations Straight Rebuy Modified Rebuy New Task Buying 数酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economic

国际商学院 市场营销学系 4－10  Straight Rebuy  Modified Rebuy  New Task Buying Types of Business Buying Situations III. Business Buying Situations