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Principles of Marketing Eighth Edition Philip Kotler and Gary Armstrong
Principles of Marketing Eighth Edition Philip Kotler and Gary Armstrong
Principles of Marketing Eighth Edition Philip Kotler and Gary Armstrong
6-1
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter
Chapter 66
Business Markets
and
Business Buyer Behavior
Copyright 1999 Prentice Hall
What
What is
is aa Business
Business Market?
Market?
6-2
6-2
Market
MarketStructure
Structureand
andDemand
Demand
Fewer,
Fewer,larger
largerbuyers
buyers
Geographically
Geographicallyconcentrated
concentrated
Demand
Demandderived
derivedfrom
fromconsumers
consumers
Inelastic
Inelasticdemand
demand
Fluctuating
Fluctuatingdemand
demand
Nature
Natureof
ofthe
theBuying
BuyingUnit
Unit
More
Morebuyers
buyers
More
Moreprofessional
professionalpurchasing
purchasing
effort
effort
Types
Typesof
ofDecisions
Decisions&&the
the
Decision
DecisionProcess
Process
More
Morecomplex
complexdecisions
decisions
Process
Processisismore
moreformalized
formalized
Buyer
Buyerand
andseller
sellerare
aremore
more
dependent on each other
dependent on each other
Build
Buildclose
closelong-term
long-termrelationships
relationships
with customers
with customers
Copyright 1999 Prentice Hall
Model
Model of
of Business
Business Buyer
Buyer Behavior
Behavior
6-4
6-4
Product Marketing
Marketing and
and Economic
Other
Other Stimuli
Stimuli
Price Technological
Place Political
Promotion Cultural
The
The Buying
Buying Organization
Organization
Organizational The Buying Center
Interpersonal
Influences and Individual
Buying Decision Influences
Process
New
New Task
Task Buying
Buying
Involved Decision Making
Modified
Modified Rebuy
Rebuy
Straight
Straight Rebuy
Rebuy
Copyright 1999 Prentice Hall
Participants
Participants in
in the
the Business
Business Buying
Buying
6-6
6-6
Process:
Process: The
The Buying
Buying Center
Center
Gatekeepers Users
Buying
Buying
Deciders Center
Center Influencers
Buyers
Business
Business Buying
Buying
Environmental
Environmental
Economic,
Economic,Technological,
Technological,Political,
Political,Competitive
Competitive&& Cultural
Cultural
Organizational
Organizational
Objectives,
Objectives,Policies,
Policies,Procedures,
Procedures,
Structure,
Structure,&& Systems
Systems
Interpersonal
Interpersonal
Authority,
Authority,Status,
Status,Empathy
Empathy&&
Persuasiveness
Persuasiveness
Individual
Individual
Age,
Age,Education,
Education,Job
Job Position,
Position,Personality
Personality&&
Risk
RiskAttitudes
Attitudes
Buyers
Buyers
Buying
Buying Process
Process
Problem
Problem Recognition
Recognition
General
General Need
Need Description
Description
Product
Product Specification
Specification
Supplier
Supplier Search
Search
Proposal
Proposal Solicitation
Solicitation
Supplier
Supplier Selection
Selection
Order
Order Routine
Routine Specification
Specification
Performance
Performance Review
Review
Copyright 1999 Prentice Hall
Institutional
Institutional and
and Government
Government Markets
Markets
6-9
6-9
Institutional
Institutional Markets
Markets
Low
Low Budgets
Budgets Captive
Captive Patrons
Patrons
Government
Government Markets
Markets
Specialized
Specialized Buying
Buying Public
Public Review
Review
Outside
Outside Publics
Publics Open
Open Bids
Bids
Negotiated
Negotiated Contracts
Contracts
Copyright 1999 Prentice Hall