kotler06_basic - BusinessMarketsand BusinessMarketsand...

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Business Markets and  Business Markets and  Business Buyer Behavior Business Buyer Behavior Chapter 6
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6 - 2 Learning Goals 1. Define the business market and how it differs  from consumer markets 2. Identify the major factors that influence  business buyer behavior 3. List and define the steps in the business  buying decision process 4. Compare the  institutional and government  markets and explain how they make their  buying decisions
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6 - 3 Case Study UPS Customer Needs Consumers need fast,  friendly, low-cost package  delivery Business needs are more  complex  Shipping part of complex  logistics process  including purchasing,  inventory, order status,  invoices, payments,  returns Services Its 360,000 people and 88,000  vehicles offer ground, air,  freight worldwide Helps customer navigate the  complexities of international  shipping Offers a wide range of  financial services Provides consulting services  to improve logistics  operations
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6 - 4 Definition Business Buyer Behavior: The buying behavior of organizations that buy goods  and services for use in the production of other  products and services that are sold, rented, or  supplied to others.   Also included are retailing and wholesaling firms that  acquire goods for the purpose of reselling or renting  them to others at a profit. Goal 1:  Define the business market
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6 - 5 Sales in the business market far exceed sales in  consumer markets. Business markets differ from consumer markets  in many ways.
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kotler06_basic - BusinessMarketsand BusinessMarketsand...

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