国际市场营销第16版chapter 5
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6 Know how buying by service firms, retailers, wholesalers, and governments is similar to—and different from— buying by manufacturers.
7 Understand important new terms
International Marketing
Business and Organizational Customers
— A big opportunity!
International Marketing
Who are business and organizational customers?
More professional purchasing effort
Buying decisions
More complex More formalized Close supplier-customer relationship
International Marketing
Overlapping needs of individual influencers and the customer organization
Chapபைடு நூலகம்er 5
Business and Organizational Customers and Their Buying
Behavior
International Marketing
Learning Objectives
1 Describe who the business and organizational customers are.
•Utilities •Office Supplies •Bulk chemicals
•New vehicles •Elec. Equip •Consultants •Computer equip.
International Marketing
Buyer-seller relationships in business markets
responsibilities • Shared information is useful but may be risky • Operational linkages share functions between
firms • Contracts spell our obligations
International Marketing
1
Business
markets
vs.
2
Consumer markets
International Marketing
Business vs. Consumer Markets
Nature of the buying unit
More decision participants
Producers Intermediaries of goods and services
Government units
Nonprofit organizations
Types of organizational customers International Marketing
Business and organizational customers
Risk Job security
Comfort Career advancement Money rewards Other needs
Innovation survival Customer satisfaction Growth Profit Other needs
International Marketing
Types of buying situations
New task buying 新购
Straight rebuy 直接重购
Modified Rebuy 调整后的重购
•Custom furniture •Installed components •Buildings •Weapon systems
• Close relationships may produce mutual benefits • Relationships may not make sense • Relationships have many dimensions • Cooperation treats problems as joint
International Marketing
Buyer-seller relationships in business markets
• Specific adaptations invest in the relationship • Powerful customer may control the relationship • Buyers may still use several sources to spread
and their buying behavior
Key differences
between organizational customers and
final consumers.
Key characteristics
of specific types of organizational customers
2 See why business and organizational purchase decisions often involve multiple influences.
3 Understand the problem-solving behavior of organizational buyers and how they get market information.
4 undersatnd what a market-driven economy is and how it adjusts the macro-marketing system
International Marketing
Learning Objectives
5 know about the number and distribution of manufacturers and why they are an important customer group.
7 Understand important new terms
International Marketing
Business and Organizational Customers
— A big opportunity!
International Marketing
Who are business and organizational customers?
More professional purchasing effort
Buying decisions
More complex More formalized Close supplier-customer relationship
International Marketing
Overlapping needs of individual influencers and the customer organization
Chapபைடு நூலகம்er 5
Business and Organizational Customers and Their Buying
Behavior
International Marketing
Learning Objectives
1 Describe who the business and organizational customers are.
•Utilities •Office Supplies •Bulk chemicals
•New vehicles •Elec. Equip •Consultants •Computer equip.
International Marketing
Buyer-seller relationships in business markets
responsibilities • Shared information is useful but may be risky • Operational linkages share functions between
firms • Contracts spell our obligations
International Marketing
1
Business
markets
vs.
2
Consumer markets
International Marketing
Business vs. Consumer Markets
Nature of the buying unit
More decision participants
Producers Intermediaries of goods and services
Government units
Nonprofit organizations
Types of organizational customers International Marketing
Business and organizational customers
Risk Job security
Comfort Career advancement Money rewards Other needs
Innovation survival Customer satisfaction Growth Profit Other needs
International Marketing
Types of buying situations
New task buying 新购
Straight rebuy 直接重购
Modified Rebuy 调整后的重购
•Custom furniture •Installed components •Buildings •Weapon systems
• Close relationships may produce mutual benefits • Relationships may not make sense • Relationships have many dimensions • Cooperation treats problems as joint
International Marketing
Buyer-seller relationships in business markets
• Specific adaptations invest in the relationship • Powerful customer may control the relationship • Buyers may still use several sources to spread
and their buying behavior
Key differences
between organizational customers and
final consumers.
Key characteristics
of specific types of organizational customers
2 See why business and organizational purchase decisions often involve multiple influences.
3 Understand the problem-solving behavior of organizational buyers and how they get market information.
4 undersatnd what a market-driven economy is and how it adjusts the macro-marketing system
International Marketing
Learning Objectives
5 know about the number and distribution of manufacturers and why they are an important customer group.