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Marketing; 1C - Marketing 1C Organizational Buying •...

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Unformatted text preview: Marketing ; 1C Organizational Buying • Business, Government and Institutional Buying: o Producers; Businesses that buy goods & services in order to produce other goods & services o Intermediaries; Purchase products to resell at a profit • Buyer Categories: o Government Agencies; 86,000 Government agencies spend trillions of dollars on machinery, equipment, facilities, supplies and services o Other Institutions; Such as hospitals, museums, universities, nursing homes, and churches • Characteristics of the Buying Market: o Demand; Derived Inelastic o Nature of Buyers; Smaller number Concentrated o Transaction Characteristics; Larger orders Negotiations Reciprocal, Direct and Specification buying • Purchase Types: o New Task Purchase; Most often used for ‘big-ticket-items’, these purchases happen rarely and are heavily researched and formal o Modified Re-buy; When some aspects of the buying process are unfamiliar o Straight Re-buy; Routine reordering from a supplier used in the past •...
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Marketing; 1C - Marketing 1C Organizational Buying •...

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