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CHAPTER 9 Business Markets and Buying Behavior OVERVIEW: In this chapter, we first describe the major types of business markets, including producer, reseller, government, and institutional markets. Next, we look at several dimensions of business buying, such as the characteristics of transactions with business customers, the attributes of business customers and some of their primary concerns in making purchase decisions, business buying methods, and the major types of business purchases. Then we discuss characteristics of demand for business products. We also cover the business (organizational) buying decision process. In this section, we analyze the major participants in business buying decision processes through an examination of the buying center. Then we examine the stages of the business buying decision process and the factors that affect that process. Finally, we discuss industrial classification systems and their usefulness to business marketers in planning marketing strategies. OBJECTIVES: 1.Be able to distinguish among the various types of business markets.
2.Identify the major characteristics of business customers and transactions.
3.Understand several attributes of the demand for business products.
4.Become familiar with the major components of a buying center.
5.Understand the stages of the business buying decision process and the factors that affect this process.
6.Describe industrial classification systems and explain how they can be used to identify and analyze business markets.
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Class Prep: Read Chapter 9 |
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