Analyzing Business Markets Business Buying Behavior参考.ppt

Objectives How Business Consumer Markets Differ Organizational Buying Situations Participants in the Business Buying Process Major Influences on Organizational Buyers Business Buyer Decision Making Institutional Government Buying Business vs. Consumer Markets Fewer buyers Larger buyers Close supplier-customer relationship Geographically concentrated Derived demand Inelastic demand Fluctuating demand Business vs. Consumer Markets Professional purchasing Several buying influences Multiple sales calls Direct purchasing Reciprocity Leasing Participants in the Business Buying Process Major Influences on Industrial Buying Behavior Organizational Factors Review How Business Consumer Markets Differ Organizational Buying Situations Participants in the Business Buying Process Major Influences on Organizational Buyers Business Buyer Decision Making Institutional Government Buying Objectives Identifying Competitors Evaluating Competitors Competitive Intelligence Systems Competitive Strategies Customer vs. Competitor Orientation Five Forces Determining Segment Structural Attractiveness Barriers and Profitability Industry Competition Number of Sellers - Degree of Differentiation Entry, Mobility, Exit barriers Cost Structure Degree of Vertical Integration Degree of Globalization Strategic Groups in the Major Appliance Industry Analyzing Competitors Competitor’s Expansion Plans Hypothetical Market Structure Strategies Defense Strategies Optimal Market Share Attack Strategies Specific Attack Strategies Price-discount Cheaper goods Prestige goods Product proliferation Product innovation Improved services Distribution innovation Manufacturing cost reduction Intensive advertising promotion “Nichemanship” End-user specialist Vertical-level specialist Customer-size specialist Specific-customer specialist Geographic specialist Product or product-line specialist Product-feature specialist Job-shop specialist Quality-price specialist Service specialist Channel specialist Balance Rev