英语论文网

Week 5b: Business Buyer Behaviour
Chapter Objectives
Discuss the various types of business markets
Identify the major characteristics of business customers and transactions
Understand several attributes of demand for business products
Recognise the major components of a buying centre
Understand the stages of the 本论文由英语论文网 www.51lunwen.org整理提供business buying decision process and the factors that affect this process
Describe industrial classification systems and explain how they can be used to identify and analyse business markets

Business Markets
Business Markets consist of individuals or
groups that purchase a specific kind of
product for resale, direct use in producing
other products, or use in general daily
operations

The four categories of business markets are:
1.
2.
3.
4.

Business markets (cont’d)
Producer Markets

Individuals and business organisations
that purchase products to make profits
by using them to produce other
products or ________them in ___________

Reseller Markets
Intermediaries who buy _________goods
and resell them for profit
Wholesalers purchase products for resale to retailers
Retailers purchase products and resell them to final consumers
Government Markets

Commonwealth (or Federal), State
and local governments

Purchase a broad variety of goods and services
Public accountability results in complex buying procedures requiring formal tenders, public bids and negotiated contracts

Institutional Markets
Organisations with charitable,
educational, community, or other
non-business goals

E.G….

Dimensions of marketing to business customers
Types of Business Purchases
___________ purchase — an initial item purchase to be used to perform a new job or solve a new problem
___________purchase — the routine本论文由英语论文网 www.51lunwen.org整理提供 purchase of the same products
__________rebuy purchase — a new-task purchase that is changed on subsequent orders, or when the requirements of a straight rebuy are modified
Business (Organisational) Buying Behaviour
The purchase behaviour of producers, government units, institutions and resellers

__________________
The people within an organisation who make business purchase decisions.
Who?...

Dimensions of Marketing to Business Customers (cont’d)
Stages of the Business Buying Decision
Process include:
Problem Recognition — arises under a variety of circumstances, both internal and external
Development of _________________— buying centre participants assess the problem or need and determine what is necessary to resolve or satisfy it

Business Buying Decisions (cont’d)
Stages of the Business Buying Decision
Process include:
Problem Recognition — arises under a variety of circumstances, both internal and external
Development of _________________— buying centre participants assess the problem or need and determine what is necessary to resolve or satisfy it
___________for and Evaluation of Potential Products and Suppliers — looking at all available sources of information. This can involve:
Value Analysis: An evaluation of each component of a potential purchase
Vendor Analysis: A for本论文由英语论文网 www.51lunwen.org整理提供mal systematic evaluation of current and potential vendors
Selection of Product and Supplier
Multiple So本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。