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.,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,产业市场购买类型,Straight Rebuy,New Task Buying,Modified Rebuy,Involved Decision Making,购买过程的参与者: 采购中心,Buying Center,Users,Gatekeepers,Deciders,Influencers,Buyers,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,政府市场,Government Markets,Specialized Buying,Public Review,Negotiated Contracts,Outside Publics,Open Bids,