对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 4 Business Buying Behavior

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

ll.A Model of Business Buying Behavior 4-6 The Environment The Buying Organizational The Buying Centre Buying Decision Process Buyer's Response 国际商学院市场营销学系

The Environment The Environment The Buying Organizational The Buying Organizational Buyer’s Response Buyer’s Response The Buying Centre Buying Decision Process 4－6 4－6 II. A Model of Business Buying Behavior

lll.Business Buying Situations 4-7 Types of Business Buying Situations Straight Rebuy Modified Rebuy New Task Buying 征制纤价贸多大学 国际商学院市场营销学系

¾ Straight Rebuy ¾ Modified Rebuy ¾ New Task Buying Types of Business Buying Situations III. Business Buying Situations 4－7 4－7

Comparison of business consumer buying situations 4-8 INDUSTRIAL CONSUMER BUYING STEP Need or problem recognition Anticipates Reacts General need description Extensive Limited 3 Product specification Precise technical Benefits Information supplier search Extensive Limited 5 Proposal solicitation Formal Verbal 6 Supplier selection Extensive Limited analysis Order-routine specification Calculated re-order Not routinised B Post-purchase performance review Extensive comparisons Little comparison and benchmarking 能制卧爱分黄易大孝 国际商学院市场营销学系

BUYING STEP 1 Need or problem recognition 2 General need description 3 Product specification 4 Information / supplier search 5 Proposal solicitation 6 Supplier selection 7 Order-routine specification 8 Post-purchase performance review INDUSTRIAL CONSUMER Anticipates Reacts Extensive Limited Precise / technical Benefits Extensive Limited Formal Verbal Extensive Limited analysis Calculated re-order Not routinised Extensive comparisons Little comparison and benchmarking Comparison of business & consumer buying situations Comparison of business & consumer buying situations 4－8 4－8

Buying Centers 4-9 >Users >Influencers >Buyers >Deciders >Gatekeepers 制纤港行贸易大孝 国际商学院市场营销学系

¾Users ¾Influencers ¾Buyers ¾Deciders ¾Gatekeepers Buying Centers 4－9 4－9

Stages in the Business Buying Process Problem Recognition 4-10 General Need Description Product Specification Supplier Search Proposal Solicitation Supplier Selection Order Routine Specification Performance Review 制计价蜀易大孝 国际商学院市场营销学系

Problem Recognition Problem Recognition General Need Description General Need Description Product Specification Product Specification Supplier Search Supplier Search Proposal Solicitation Proposal Solicitation Supplier Selection Supplier Selection Order Routine Specification Order Routine Specification Performance Review Performance Review Stages in the Business Buying Process 4－10 4－10