[管理学]05 组织市场购买行为分析.pptVIP

第五讲 组织市场购买行为 案例分析 组织购买的含义与分类 组织购买的参与者 组织购买的影响因素 组织购买的程序 政府购买 B2B What is an Organizational (Business) Market? A business market comprises all the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others (businesses, individuals, end consumers). The business market is huge and involves many more dollars and goods than do consumer markets. Business Goods: purchased by various types of businesses Types of business products Production goods (e.g., raw materials or semi-processed goods) Support goods Installations, e.g., Fixed assets Accessory equipment, e.g., Office equipment Supplies, e.g., stationery and pantry supplies Services, e.g., building maintenance services Types of Organizational (Business) Markets Industrial Markets - reprocess (e.g., car makers, airline food caterers) Reseller Markets - resell without reprocessing (e.g., wholesalers and retailers) Government Markets government purchase, eg. Olimpic Games Global Organizational Markets (industrial, reseller and government markets exist on global scale) Characteristics of Organizational Buying Organizational Buying Criteria Price Ability to meet quality specifications Ability to meet delivery schedules Technical capability of seller Warranties and claim policies Performance on previous contracts Production facilities and capacity Response times (in case of breakdown) .sg/scripts/webitt/biz_opp_tender_index.jsp Model of Business Buyer Behavior Major Types of Buying Situations Participants (Roles) in the Business Buying Process Users - they use the product Influencers - they heavily affect the decision. Their opinions are sought and they often help to define specifications Buyers - they have the formal authority and responsibility to select the supplier negotiate the terms of the contract Deciders - they have the formal power to select or approve the supplier that receives the c