什么是产业方场? 6-1 The Business market- all the organizations that b 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
商务策划学院 2002 什么是产业市场 6-1 ? • 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
产业方场的特性 6-2 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 Types of Decisions the Decision process 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
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
产业方场购买类型 6-3 New Task Buying Modified Rebuy Straight Rebuy 商务策划学院2002
商务策划学院 2002 产业市场购买类型 6-3 Straight Rebuy New Task Buying Modified Rebuy Involved Decision Making
购买过程的参与者:采购中心 6-4 Gatekeepers Users Buying Deciders Center Influencers Buyers 商务策划学院2002
商务策划学院 2002 购买过程的参与者 6-4 : 采购中心 Buying Center Gatekeepers Users Deciders Influencers Buyers
影响产业购买的主要因素 6-5 Environmenta 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
商务策划学院 2002 影响产业购买的主要因素 6-5 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 66 Government Markets Specialized Buying Public review Outside publics Open Bids Negotiated contracts 商务策划学院2002
商务策划学院 2002 政府市场 6-6 Government Markets Specialized Buying Public Review Negotiated Contracts Outside Publics Open Bids