Analyzing Business Markets参考.ppt

MARKETING MANAGEMENT12th edition 7 Analyzing Business Markets Chapter Questions What is the business market, and how does it differ from the consumer market? What buying situations do organizational buyers face? Who participates in the business-to-business buying process? Chapter Questions How do business buyers make their decisions? How can companies build strong relationships with business customers? How do institutional buyers and government agencies do their buying? Organizational Buying Characteristics of Business Markets Fewer, larger buyers Close supplier-customer relationships Professional purchasing Many buying influences Multiple sales calls Derived demand Inelastic demand Fluctuating demand Geographically concentrated buyers Direct purchasing Buying Situation Straight rebuy Modified rebuy New task The Buying Center Initiators Users Influencers Deciders Approvers Buyers Gatekeepers Of Concern to Business Marketers Who are the major decision participants? What decisions do they influence? What is their level of influence? What evaluation criteria do they use? Types of Business Customers Price-oriented Solution-oriented Gold-standard Strategic-value Handling Price-Oriented Customers Limit quantity purchased Allow no refunds Make no adjustments Provide no services Purchasing Orientations Buying Procurement Supply chain management Product-Related Purchasing Processes Routine products Leverage products Strategic products Bottleneck products Methods of e-Procurement Websites organized using vertical hubs Websites organized using functional hubs Direct extranet links to major suppliers Buying alliances Company buying sites Forms of Electronic Marketplaces Catalog sites Vertical markets Pure play auction sites Spot markets Private exchanges Barter markets Buying alliances Assessing Customer Value Internal engineering assessment Field value-in-use assessment Focus-group value assessment Direct survey questions Conjoint analysis Benchmarks Compositional approach