Professional Documents
Culture Documents
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter 6
Business Markets
and
Business Buyer Behavior
Copyright 1999 Prentice Hall
What is a Business Market? 6-2
Modified Rebuy
Straight Rebuy
Gatekeepers Users
Buying
Deciders Center Influencers
Buyers
Business Buying
Environmental
Economic, Technological, Political, Competitive & Cultural
Organizational
Objectives, Policies, Procedures,
Structure, & Systems
Interpersonal
Authority, Status, Empathy &
Persuasiveness
Individual
Age, Education, Job Position, Personality &
Risk Attitudes
Buyers
Buying Process
Problem Recognition
Product Specification
Supplier Search
Proposal Solicitation
Supplier Selection
Performance Review
Institutional Markets
Government Markets
Negotiated Contracts