chapter 3 - Module Three Understanding Buyers Learning...

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Understanding Buyers Understanding Buyers Module Three
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Ingram LaForge Avila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 3: Understanding Buyers Learning Objectives Learning Objectives 1. Categorize primary types of buyers. 2. Discuss the distinguishing characteristics of business markets. 3. List the different steps in the business-to- business buying process.
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Ingram LaForge Avila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 3: Understanding Buyers Learning Objectives Learning Objectives 4. Discuss the different types of buyer needs. 5. Describe how buyers evaluate suppliers and alternative sales offerings by using the multiattribute model of evaluation. 6. Explain the two-factor model that buyers use to evaluate the performance of sales offerings and develop satisfaction.
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Ingram LaForge Avila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 3: Understanding Buyers Learning Objectives Learning Objectives 7. Explain the different types of purchasing decisions. 8. Describe the four communication styles and how salespeople must adapt and flex their own styles to maximize communication. 9. Explain the concept of buying teams and specify the different member roles.
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Ingram LaForge Avila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 3: Understanding Buyers Categories of Buyers Categories of Buyers Firms Firms Institutions Institutions Governments Governments Non-Profit Organizations Non-Profit Organizations Business Markets People (Personal Use) Consumer Markets
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Ingram LaForge Avila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 3: Understanding Buyers Distinguishing Characteristics of Business Markets Distinguishing Characteristics of Business Markets Fewer but Larger buyer Geographically concentrated Derived Demand Inelastic Demand Fluctuating demand
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Ingram LaForge Avila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 3: Understanding Buyers Fewer but larger buyer: In business market, the buyers are few but the amount of purchase is large. Industrial organizations are needed to large amount of goods for large production. • Geographically concentrated: Business market is concentrated geographically, that means business market in established in a certain area.
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Ingram LaForge Avila Schwepker Jr. Williams Professional Selling: A Trust-Based Approach Module 3: Understanding Buyers Derived Demand: Derived demand is created from the final consumer demand. If the need of consumable goods increase or decrease then the industrial market increase or decrease.
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