市场营销学双语课件5（PPT 6）--影响产业购买的主要因素

6-1来自中国最大的资料库下载什么是产业市场?•TheBusinessMarket-alltheorganizationsthatbuygoodsandservicestouseintheproductionofotherproductsandservicesthataresold,rented,orsuppliedtoothers.•Businessmarketsinvolvemanymoredollarsanditemsdoconsumermarkets.6-2来自产业市场的特性MarketStructureandDemand•Fewer,largerbuyers•Geographicallyconcentrated•Demandderivedfromconsumers•Inelasticdemand•FluctuatingdemandNatureoftheBuyingUnit•Morebuyers•Moreprofessionalpurchasingeffort•Morecomplexdecisions•Processismoreformalized•Buyerandselleraremoredependentoneachother•Buildcloselong-termrelationshipswithcustomers6-3来自中国最大的资料库下载购买过程的参与者:采购中心BuyingCenterUsersGatekeepersDecidersInfluencersBuyers6-5来自来自