Kotler07 bis mkt

Kotler07 bis mkt - MARKETING MANAGEMENT 12th edition...

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MARKETING MANAGEMENT 12 th edition Chapter 7 Analyzing Business Markets Kotler Keller
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2 Organizational Buying 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.
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3 Characteristics of Business Markets Fewer, larger buyers Close supplier- customer relationships Professional purchasing Many buying influences Multiple sales calls Derived demand Inelastic demand Fluctuating demand Geographically concentrated buyers Direct purchasing
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Business buyers usually face more complex buying decisions . Characteristics of Business Markets Business buying process is more formalized . Types of Decisions and the  Decision Process Buyers and sellers are more dependent on each other.
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5 Model of Business Buyer Behaviour
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6 Major Influences on Business Buyer Behaviour
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7 New Task Buying Involved Decision  Making Modified Rebuy Major Types of Buying Situations Straight Rebuy
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8 Participants in the Business Buying Process Decision-making unit of a buying organization is called its buying center .
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This note was uploaded on 11/04/2010 for the course MM 012 taught by Professor Kotler during the Spring '10 term at E. Kentucky.

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Kotler07 bis mkt - MARKETING MANAGEMENT 12th edition...

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