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Principles of Marketing
6-2
Chapter Outline
1. Business Markets
2. Business Buyer Behavior
3. Institutional and Government
Markets
6-3
Business Markets
6-4
Business Markets
6-5
Business Markets
6-7
Business Buyer Behavior
Marketing Stimuli
6-9
Business Buyer Behavior
Marketing Stimuli
6-12
Business Buyer Behavior
Straight rebuy
Modified rebuy
New task
6-13
Business Buyer Behavior
Major Types of Buying Situations
6-14
Business Buyer Behavior
6-17
Business Buyer Behavior
Economic factors
Personal factors
Environmental factors
Organizational factors
Interpersonal factors
6-19
Business Buyer Behavior
Service
6-20
Business Buyer Behavior
Major Influences on Business Buyers
Environmental Factors
6-21
Business Buyer Behavior
Organizational factors
Objectives
Policies
Procedures
Structure
Systems
6-22
Business Buyer Behavior
Major Influences on Business Buyers
Interpersonal factors
Motives
Perceptions
Preferences
Age
Income
Education
Attitude toward risk
6-23
Business Buyer Behavior
6-25
Business Buyer Behavior
The Buying Process
6-26
Business Buyer Behavior
6-27
Business Buyer Behavior
The Buying Process
6-28
Business Buyer Behavior
6-29
Business Buyer Behavior
Online purchasing
Company buying sites
Extranets
6-30
Business Buyer Behavior
E-Procurement and Buying on the Internet
Advantages
Access to new suppliers
Lowers costs
Speed in order processing and delivery
Share information
Sales
Service and support
6-31
Business Buyer Behavior
Disadvantages
Can erode relationships as buyers search for
new suppliers
Security
6-32
Institutional and
Government Markets
6-33
Institutional and
Government Markets
Government markets tend to favor domestic
suppliers and require suppliers to submit bids and
normally award to the lowest bidder
Carefully monitored
Affected by similar environmental factors
Good credit
Non-economic factors
Minority suppliers
Depressed suppliers
Small businesses
6-34