©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 7
Chapter 7
Chapter 7
Analyzing Business
Analyzing Business
Markets and Buyer
Markets and Buyer
Behavior
Behavior
PowerPoint by Karen E. James
PowerPoint by Karen E. James
Louisiana State University - Shreveport
Louisiana State University - Shreveport
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 7
Objectives
Objectives
Understand the nature of the business
market and how it differs from the
consumer market.
Learn how institutions and
government agencies buy.
Identify the different buying situations
faced by organizational buyers.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 7
Objectives
Objectives
Identify the participants in the
business buying process and the
various influences impacting
business buying decisions.
Understand how business buyers
make their decisions.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 7
Organizational Buying
Organizational Buying
Organizational buying is:
“the decision-making process by
which formal organizations
establish the need for purchased
products and services and identify,
evaluate, and choose among
alternative brands and suppliers.”
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 7
Organizational Buying
Organizational Buying
Compared to Consumer Markets,
Business Markets have . . .
–Fewer buyers
–Larger buyers
–Geographically concentrated buyers
–Close relationships with their
supplier-customers