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Bài giảng Marketing - Chương 7: Analyzing business markets and buyer behavior

Objectives of chapter 7: Understand the nature of the business market and how it differs from the consumer market, learn how institutions and government agencies buy, identify the different buying situations faced by organizational buyers,. Inviting you to refer. | To accompany A Framework for Marketing Management, 2nd Edition Slide in Chapter 7 Chapter 7 Analyzing Business Markets and Buyer Behavior PowerPoint by Karen E. James Louisiana State University - Shreveport To accompany A Framework for Marketing Management, 2nd Edition Slide in Chapter 7 Objectives Understand the nature of the business market and how it differs from the consumer market. Learn how institutions and government agencies buy. Identify the different buying situations faced by organizational buyers. To accompany A Framework for Marketing Management, 2nd Edition Slide in Chapter 7 Objectives Identify the participants in the business buying process and the various influences impacting business buying decisions. Understand how business buyers make their decisions. To accompany A Framework for Marketing Management, 2nd Edition Slide in Chapter 7 Organizational Buying Organizational buying is: “the decision-making process by which formal organizations establish . | To accompany A Framework for Marketing Management, 2nd Edition Slide in Chapter 7 Chapter 7 Analyzing Business Markets and Buyer Behavior PowerPoint by Karen E. James Louisiana State University - Shreveport To accompany A Framework for Marketing Management, 2nd Edition Slide in Chapter 7 Objectives Understand the nature of the business market and how it differs from the consumer market. Learn how institutions and government agencies buy. Identify the different buying situations faced by organizational buyers. To accompany A Framework for Marketing Management, 2nd Edition Slide in Chapter 7 Objectives Identify the participants in the business buying process and the various influences impacting business buying decisions. Understand how business buyers make their decisions. To accompany A Framework for Marketing Management, 2nd Edition Slide in Chapter 7 Organizational Buying Organizational buying is: “the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.” To accompany A Framework for Marketing Management, 2nd Edition Slide in Chapter 7 Organizational Buying Compared to Consumer Markets, Business Markets have . . . Fewer buyers Larger buyers Geographically concentrated buyers Close relationships with their supplier-customers To accompany A Framework for Marketing Management, 2nd Edition Slide in Chapter 7 Organizational Buying Fluctuating demand Derived demand Inelastic demand Professional purchasing Multiple buying influences Multiple sales calls Direct purchasing Reciprocity Leasing Other Business Market Characteristics To accompany A Framework for Marketing Management, 2nd Edition Slide in Chapter 7 Organizational Buying The Business Market Includes For-Profit Companies and Two Specialized Groups: The institutional market Schools, hospitals, prisons, etc. with captive audiences Cost and quality standards .