菲利普.科特勒的“市场营销”讲义（07）英文.pptx

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1、2000 Prentice HallObjectivesObjectivesHow Business&Consumer Markets DifferOrganizational Buying SituationsParticipants in the Business Buying ProcessMajor Influences on Organizational BuyersBusiness Buyer Decision MakingInstitutional&Government Buying2000 Prentice HallOrganizational FactorsOrganizat

2、ional FactorsPurchasing-DepartmentUpgradingCross-FunctionalRolesCentralizedPurchasingDecentralized Purchasing of SmallTicket ItemsInternetPurchasingLong-TermContractsPurchasing-PerformanceEvaluation&Pro.BuyersLeanProduction2000 Prentice HallProblem RecognitionGeneral Need DescriptionProduct Specific

3、ationSupplier SearchProposal SolicitationSupplier SelectionOrder Routine SpecificationPerformance ReviewPostPurchasePurchaseInfoSearch/EvalNeedNeedRecognitionRecognition2000 Prentice HallInstitutional MarketsC Ca ap pt ti iv ve e P Pa at tr ro on ns sL Lo oww B Bu ud dg ge et ts s2000 Prentice HallGovernment MarketsDomestic SuppliersOpen BidsCost MinimizationPublic ReviewPaperwork