29/09/2014 1 7 Analyzing Business Markets 1 Chapter Questions What is the business market, and how does it differ from the consumer market? What buying situations do organizational buyers face? Who participates in the business-to- business buying process? Copyright ゥ 2011 Pearson Education, Inc. Publishing as Prentice Hall 7-2 Copyright ゥ 2011 Pearson Education, Inc. Publishing as Prentice Hall 7-3 Chapter Questions How do business buyers make their decisions? How can companies build strong relationships with business customers? How do institutional buyers and government agencies do their buying?
7
Embed
7 Analyzing Business Markets - Johannessimatupang’s · PDF file29/09/2014 2 Copyright ' 2011 Pearson Education, Inc. Publishing as Prentice Hall 7-4 What is Organizational Buying?
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
29/09/2014
1
7Analyzing
Business Markets
1
Chapter Questions
What is the business market, and how doesit differ from the consumer market?
What buying situations do organizationalbuyers face?
Who participates in the business-to-business buying process?
Organizational buying refers to thedecision-making process by which formal
organizations establish the need forpurchased products and services, andidentify, evaluate, and choose among
alternative brands and suppliers.
Top Marketing Challenges Understanding customer needs in new ways; Identifying new opportunities for growth; Improving value management techniques Calculating better marketing performance and
accountability metrics; Competing and growing in global markets Countering the threat of product and service
commoditization Convincing C-level executives to embrace the