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Chapter 6 PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong Business Markets and Business Buyer Behavior
What is a Business Market? ,[object Object],[object Object]
Types of Decisions & the Decision Process Characteristics of Business Markets Market Structure and Demand ,[object Object],[object Object],[object Object],[object Object],[object Object],Nature of the Buying Unit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Buying Organization Model of Business Buyer Behavior Marketing and Other Stimuli Buyer’s Response Product Price Place Promotion Economic Technological Political Cultural Interpersonal and Individual Influences Organizational Influences Product or Service Choice Supplier Choice Order Quantities Delivery Terms and Times Service Terms Payment The Buying Center Buying Decision Process
Business Buying Situations Straight Rebuy New Task Buying Modified Rebuy ,[object Object]
Participants in the Business Buying Process: The Buying Center Buying Center Users Gatekeepers Deciders Influencers Buyers
Major Influences on Business Buying Environmental Economic, Technological, Political, Competitive & Cultural Organizational Objectives, Policies, Procedures, Structure, & Systems Interpersonal Authority, Status, Empathy & Persuasiveness Individual Age, Education, Job Position, Personality & Risk Attitudes Buyers
Stages in the Business Buying Process Problem Recognition General Need Description Product Specification Supplier Search Proposal Solicitation Supplier Selection Order Routine Specification Performance Review
Institutional and Government Markets Institutional Markets Low Budgets Captive Patrons Government Markets Specialized Buying Public Review Negotiated Contracts Outside Publics Open Bids

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6

  • 1. Chapter 6 PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong Business Markets and Business Buyer Behavior
  • 2.
  • 3.
  • 4. The Buying Organization Model of Business Buyer Behavior Marketing and Other Stimuli Buyer’s Response Product Price Place Promotion Economic Technological Political Cultural Interpersonal and Individual Influences Organizational Influences Product or Service Choice Supplier Choice Order Quantities Delivery Terms and Times Service Terms Payment The Buying Center Buying Decision Process
  • 5.
  • 6. Participants in the Business Buying Process: The Buying Center Buying Center Users Gatekeepers Deciders Influencers Buyers
  • 7. Major Influences on Business Buying Environmental Economic, Technological, Political, Competitive & Cultural Organizational Objectives, Policies, Procedures, Structure, & Systems Interpersonal Authority, Status, Empathy & Persuasiveness Individual Age, Education, Job Position, Personality & Risk Attitudes Buyers
  • 8. Stages in the Business Buying Process Problem Recognition General Need Description Product Specification Supplier Search Proposal Solicitation Supplier Selection Order Routine Specification Performance Review
  • 9. Institutional and Government Markets Institutional Markets Low Budgets Captive Patrons Government Markets Specialized Buying Public Review Negotiated Contracts Outside Publics Open Bids