商务策划学院 2002
6-1什么是产业市场?
? The Business Market - all the
organizations that buy goods and
services to use in the production of
other products and services that are
sold,rented,or supplied to others.
? Business markets involve many more
dollars and items do consumer
markets.
商务策划学院 2002
6-2
Types of Decisions & the
Decision Process
产业市场的特性
Market Structure and Demand
? Fewer,larger buyers
? Geographically concentrated
? Demand derived from consumers
? Inelastic demand
? Fluctuating demand
Nature of the Buying Unit
? More buyers
? More professional purchasing
effort
? More complex decisions
? Process is more formalized
? Buyer and seller are more
dependent on each other
? Build close long-term relationships
with customers
商务策划学院 2002
6-3产业市场购买类型
Straight Rebuy
New Task Buying
Modified Rebuy
Inv
ol
ve
d
Dec
isi
on
M
ak
in
g
商务策划学院 2002
6-4购买过程的参与者, 采购中心
Buying
Center
UsersGatekeepers
Deciders Influencers
Buyers
商务策划学院 2002
6-5影响产业购买的主要因素
Environmental
Economic,Technological,Political,Competitive & Cultural
Organizational
Objectives,Policies,Procedures,
Structure,& Systems
Interpersonal
Authority,Status,Empathy &
Persuasiveness
Individual
Age,Education,Job Position,Personality &
Risk Attitudes
Buyers
商务策划学院 2002
6-6政府市场
Government Markets
Specialized Buying Public Review
Negotiated Contracts
Outside Publics Open Bids