市场学 Chapter 6.pptVIP

Business Marketing Organizational buyers Industrial Markets Industrial firms Reseller Market Resellers Government Markets Government Units Global Organizational Markets North American Industry Classification System (NAICS) FIGURE 6-1 NAICS breakdown for information and cultural industries sector: NAICS code 51 (abbreviated) Organizational Buying Behaviour Demand Characteristics Derived demand Size of the Order or Purchase Number of Potential Buyers Organizational Buying Objectives FIGURE 6-2 Key characteristics of organizational buying behaviour Organizational Buying Criteria ISO 9000 Reverse marketing Buyer-Seller Relationships and Supply Partnerships Reciprocity Supply partnership The Buying Centre: A Cross-Functional Group People in the Buying Centre Roles in the Buying Centre Buying Situations and the Buying Centre Buy classes FIGURE 6-3 How they buying situation affects buying centre behaviour FIGURE 6-4 Comparing the stages in consumer and organizational purchases Prominence of Online Buying in Organizational Markets E-Marketplaces: Virtual Organizational Markets Online Auctions in Organizational Markets Traditional Auction Reverse Auction FIGURE 6-5 How buyer and seller participants and price behaviour differ by type of online auction Business Marketing Business marketing is the marketing of goods and services to commercial enterprises, governments, and other profit and not-for-profit organizations for use in the creations of goods and services that they then produce and market to other business consumers, as well as individuals and ultimate consumers. Organizational Buyers Organizational buyers are those manufacturers, wholesalers and retailers, and government agencies that buy goods and services for their own use or for resale. Industrial Firms Industrial firms reprocess a product or service they buy before selling it again to the next buyer. Resellers Wholesalers and retailers who buy physical products and resell them again without an reprocessin