To accompany A Framework for Marketing Management, 2
nd
Edition Slide 1 in Chapter 7
©
2003 Prentice Hall, Inc.
Chapter 7
Chapter 7
Analyzing Business
Analyzing Business
Markets and Buyer
Markets and Buyer
Behavior
Behavior
PowerPoint by Karen E. James
PowerPoint by Karen E. James
Louisiana State University - Shreveport
Louisiana State University - Shreveport
To accompany A Framework for Marketing Management, 2
nd
Edition Slide 2 in Chapter 7
©
2003 Prentice Hall, Inc.
Objectives
Objectives

Understand the nature of the business
market and how it differs from the
consumer market.

Learn how institutions and government
agencies buy.

products and services and identify,
evaluate, and choose among
alternative brands and suppliers.”
To accompany A Framework for Marketing Management, 2
nd
Edition Slide 5 in Chapter 7
©
2003 Prentice Hall, Inc.
Organizational Buying
Organizational Buying

Compared to Consumer Markets,
Business Markets have . . .
–
Fewer buyers
–
Larger buyers
–
Geographically concentrated buyers
–
Close relationships with their
supplier-customers
To accompany A Framework for Marketing Management, 2
nd
Edition Slide 6 in Chapter 7
©
2003 Prentice Hall, Inc.
Organizational Buying
Organizational Buying
