Business-to-Business

Markets

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Business markets differ
from consumer markets
in several ways

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 Business
Buyers
Fewer and larger
Geographically
concentrated
More decision
participants
Professional
purchasers

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Derived Demand

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Inelastic Demand

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 Fluctuating Demand

Consumer Business
Demand Demand

SMALL CHANGES IN CONSUMER

DEMAND CREATE BIG SHIFTS IN
BUSINESS DEMAND

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Decision characteristics
More complex

High prices

Formal process

Buyers and seller

dependency

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 Buying Situations
BUYING SITUATIONS

Straight Modified New-task

Rebuy (mua lại cái đã mua
Rebuy(mua lại cái đã nhưng thay đổi màu sắc, số
Buy (mua mới, mua
mua ) lượng nhiều hơn)? lần đầu tiên

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 Straight Rebuy

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Modified Rebuy
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New Task Buy Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
 Buying Centers

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 Buying Centers
INFLUENCER DECIDER

BUYER
USER

GATEKEEPER
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 MAJOR INFLUENCES
ON BUSINESS
Price
BUYERS

Service Decision
Process

Emotion
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Price as an
influence

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 ENVIRONMENTAL
Demand INFLUENCES ON
Economic outlook BUSINESS BUYING
Cost of money
Resources
Decision
Technology Process
Culture
Politics
Competition
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 ORGANIZATIONAL
Objectives INFLUENCES ON
BUSINESS BUYING
Policies

Procedures Decision
Process
Structure

Systems
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 INTERPERSONAL
INFLUENCES ON
Authority BUSINESS BUYING

Status

Decision
Empathy: sự đồng Process
cảm

Persuasiveness: khs
năng thuyết phục lẫn
nhau Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
 INDIVIDUAL
Motives INFLUENCES ON
Perceptions BUSINESS BUYING

Preferences

Age Decision
Process
Income

Education

Attitude toward risk

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Buying Process : for new task buying

Problem Recognition Solicit Proposal

General Need Select Supplier

Description

Product Specification Order-Routine

Specification

Supplier Search Performance Review

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 Problem
Recognition
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 Need Description

Product Specification
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 Supplier
Search
Proposal
Solicitation

Supplier
Selection

Order Routine
Specification
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 Performance
Review

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 Online
Procurement

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 Institutional Markets

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 Government Markets

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Publishing as Prentice Hall