TAILIEUCHUNG - Bài giảng Marketing công nghiệp: Chapter 2 - Ph.D. Đinh Tiến Minh

Bài giảng "Marketing công nghiệp - Chapter 2: Understanding business market and environment" cung cấp cho người học các kiến thức: Types of business customers, classification of industrial product, purchasing orientations of , types of buying situations, environmental analysis of , questions and homework. | 1/2/2017 Chapter 2 Understanding Business Market and Environment DINH Tien Minh (.) University of Economics HCMC Objectives Understand types of business customers and classification of industrial goods and services. Know purchasing orientations and practices of business customers. Understand environmental business marketing. analysis in 2 Content Types of business customers () Classification of industrial product Purchasing orientations of Types of buying situations Environmental analysis of Questions and Homework 3 1 1/2/2017 . Types of Business Customers Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p16. 4 . Types of Business Customers (cont’) Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p16. 5 . Classification of Industrial Product Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p18. 6 2 1/2/2017 . Classification of Industrial Product Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p18. 10 . Classification of Industrial Product Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p18. 12 . Business Customer’s Purchasing orientation Business buyers choose one of the three purchasing orientations: Buying Procurement Supply Chain Management (SCM)* (*)James C. Anderson & James A. Narus, Business Market Management, Pearson Education, Inc., 2004, 91-105. 15 15 3 1/2/2017 . Business Customer’s Purchasing orientation (cont’) Purchasing Orientation of Industrial Customers Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p21. 16 16 . Business Customer’s Purchasing orientation (cont’) 1. Buying orientation: This purchasing firm has a narrow and short-term focus. The buyers follow the practices as below: Lowest Price: • Always select the lowest price supplier. • Quality and availability are the

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