Learning Objective 1 Define the business market and explain how business markets differ from consumer markets. Copyright © 2016 Pearson Education, Inc.Ħ Business Markets and Business Buyer Behavior The main differences are in market structure and demand, the nature of the buying unit, the types of decisions, and the decision process involved. However, business markets differ in many ways from consumer markets. Both involve people who assume buying roles and make purchase decisions to satisfy needs. In some ways, business markets are similar to consumer markets. In fact, business markets involve far more dollars and items than do consumer markets. Then, like businesses that sell to final buyers, they must engage business customers and build profitable relationships with them, by creating superior customer value. Business-to-business (B-to-B) marketers must do their best to understand business markets and business buyer behavior. Even large consumer-products companies, which make products used by final consumers, must first sell their products to other businesses(intermediaries). Companies such as Boeing, DuPont, IBM, Caterpillar, and countless other firms sell most of their products to other businesses. In one way or another, most large companies sell to other organizations. The business buying process is the process where business buyers determine which products and services are needed to purchase, and then find, evaluate, and choose among alternative brands. 6-4 Copyright © 2016 Pearson Education, Inc.ĥ Business Markets and Business Buyer Behaviorīusiness buyer behavior refers to the buying behavior of the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others. Objective 4Ĝompare the institutional and government markets and explain how institutional and government buyers make their buying decisions. Objective 3 List and define the steps in the business buying decision process. Objective 4: Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions. Learning Objectives Objective 3: List and define the steps in the business buying decision process. 6-3 Copyright © 2016 Pearson Education, Inc.Ĥ Business Markets and Business Buyer Behavior Objective 2 Identify the major factors that influence business buyer behavior. Objective 1ĝefine the business market and explain how business markets differ from consumer markets. Objective 2: Identify the major factors that influence business buyer behavior. Learning Objectives Objective 1: Define the business market and explain how business markets differ from consumer markets. 6-2 Copyright © 2016 Pearson Education, Inc.ģ Business Markets and Business Buyer Behavior It works hand in hand with business customers to become a logistics partner, helping them to shape and sharpen their entire logistics strategy and operations. In its business markets, UPS does much more than just deliver packages. But to business customers, UPS becomes a strategic logistics Partner.
PRINCIPLES OF MARKETING KOTLER 15TH EDITION PPT DRIVERS
Say UPS, and most people think of those familiar brown trucks with friendly drivers rumbling around the neighborhood.
Kotler and Armstrong Insert Textbook Cover Image Chapter 6: Business Markets and Business Buyer Behavior Copyright © 2016 Pearson Education, Inc.Ģ Business Markets and Business Buyer Behavior
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