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Kotler Pom 15e Inppt 06
Kotler Pom 15e Inppt 06
Kotler Pom 15e Inppt 06
Copyright
Copyright© 2012 Pearson
Education,Education, Inc.
©2014 by Pearson Inc. All rights reserved
6-1
Publishing as Prentice Hall
Business Markets and
Business Buying Behavior
Topic Outline
• Business Markets
• Business Buyer Behavior
• The Business Buying Process
• E-Procurement: Buying on the Internet
• Institutional and Government Markets
• Inelastic demand
• Fluctuating demand
Derived demand
Supplier development
systematic development of
networks of supplier-partners
to ensure an appropriate and
dependable supply of products
and materials that they will use
in making their own products
or resell
Systems selling
involves the purchase
of a packaged solution
from a single seller
Price
Emotion
Service
Supply of Technolo
Materials gy Culture
Competit
Politics ion
Objectives
Policies
Procedures
Structure
Systems
Percepti
Motives ons
Preferen
ces
Copyright ©2014 by Pearson Education, Inc. All rights reserved
Age
Business Buyer Behavior
The Buying Process
• Online purchasing
• Company-buying
sites
• Extranets
Institutional markets
consist of hospitals,
nursing homes, and
prisons that provide
goods and services to
people in their care
• Characteristics
– Low budgets
– “Captive” audience