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Kotler POM13e Instructor 06
Kotler POM13e Instructor 06
Chapter 6- slide 1
Business Markets
Business Buyer Behavior
The Business Buying Process
E-Procurement: Buying on the Internet
Institutional and Government Markets
Chapter 6- slide 2
Business Markets
Business buyer behavior refers to the buying behavior
of the organizations that buy goods and services for
use in production of other products and services that
are sold, rented, or supplied to others.
Business buying process is the process where
business buyers determine which products and
services are needed to purchase, and then find,
evaluate, and choose among alternative brands
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter 6- slide 3
Business Markets
Chapter 6- slide 4
Business Markets
Market Structure and Demand
Chapter 6- slide 5
Business Markets
More decision participants
More professional
purchasing effort
Chapter 6- slide 6
Business Markets
Types of Decisions and the Decision Process
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Online purchasing
Company-buying
sites
Extranets
Chapter 6- slide 24
Advantages
Disadvantages
Can erode relationships as buyers search for new suppliers
Security
Chapter 6- slide 25
Low budgets
Captive audience
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