CH07Analyzing-Business-Markets(市场营销-科特勒-英文版)

MARKETINGMANAGEMENT12thedition7AnalyzingBusinessMarketsKotlerKeller7-2ChapterQuestionsWhatisthebusinessmarket,andhowdoesitdifferfromtheconsumermarket?Whatbuyingsituationsdoorganizationalbuyersface?Whoparticipatesinthebusiness-to-businessbuyingprocess?7-3ChapterQuestionsHowdobusinessbuyersmaketheirdecisions?Howcancompaniesbuildstrongrelationshipswithbusinesscustomers?Howdoinstitutionalbuyersandgovernmentagenciesdotheirbuying?7-4OrganizationalBuyingDecision-makingprocessbywhichformalorganizationsestablishtheneedforpurchasedproductsandservices,andidentifyevaluate,andchooseamongalternativebrandsandsuppliers.7-5CharacteristicsofBusinessMarketsFewer,largerbuyersClosesupplier-customerrelationshipsProfessionalpurchasingManybuyinginfluencesMultiplesalescallsDeriveddemandInelasticdemandFluctuatingdemandGeographicallyconcentratedbuyersDirectpurchasing7-6BuyingSituationStraightrebuyModifiedrebuyNewtask7-7TheBuyingCenterInitiatorsUsersInfluencersDecidersApproversBuyersGatekeepers7-8OfConcerntoBusinessMarketersWhoarethemajordecisionparticipants?Whatdecisionsdotheyinfluence?Whatistheirlevelofinfluence?Whatevaluationcriteriadotheyuse?7-9TypesofBusinessCustomersPrice-orientedSolution-orientedGold-standardStrategic-value7-10HandlingPrice-OrientedCustomersLimitquantitypurchasedAllownorefundsMakenoadjustmentsProvidenoservices7-11PurchasingOrientationsBuyingProcurementSupplychainmanagement7-12Product-RelatedPurchasingProcessesRoutineproductsLeverageproductsStrategicproductsBottleneckproducts7-13Methodsofe-ProcurementWebsitesorganizedusingverticalhubsWebsitesorganizedusingfunctionalhubsDirectextranetlinkstomajorsuppliersBuyingalliancesCompanybuyingsites7-14FormsofElectronicMarketplacesCatalogsitesVerticalmarketsPureplayauctionsitesSpotmarketsPrivateexchangesBartermarketsBuyingalliances7-15AssessingCustomerValueInternalengineeringassessmentFieldvalue-in-useassessmentFocus-groupvalueassessmentDirectsurveyquestionsConjointanalysisBenchmarksCompositionalapproachImportanceratings7-16OrderRoutineSpecificationandInventoryStocklesspurchaseplansVendor-managedinventoryContinuousreplenishment7-17DesirableOutcomesofaB2Btransaction:OTIFNEOntimeInfullNoerror7-18EstablishingCorporateCredibilityExpertiseTrustworthinessLikeability7-19FactorsAffectingBuyer-SupplierRelationshipsAvailabilityofalternativesImportanceofsupplyComplexityofsupplySupplymarketdynamism7-20CategoriesofBuyer-SellerRelationshipsBasicbuyingandsellingBarebonesContractualtransactionCustomersupplyCooperativesystemsCollaborativeMutuallyadaptiveCustomerisking7-21OpportunismSomeformofcheatingorundersupplyrelativetoanimplicitorexplicitcontract.