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B2B_Exercise_Ch2.pdf - Chapter 2: Organizational Buying...

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Page 1Chapter 2: Organizational Buying BehaviorQuestions:1.Jim Jackson, an industrial salesperson for Pittsburgh Machine Tool, willcall on two accounts this afternoon. The first will be a buying organiza-tion Jim has been servicing for the past 3 years. The second call, how-ever, poses more of a challenge. This buying organization has beendealing with a prime competitor of Pittsburgh Machine Tool for 5 years.Jim, who has a good rapport with the purchasing and engineering de-partments, feels that the time may be right to penetrate this account.Recently, Jim learned that the purchasing manager was extremely un-happy with existing supplier’s poor delivery service. Define the buyingsituations confronting Jim and outline the appropriate strategy heshould follow in each case.2. Harley–Davidson, the U.S. motorcycle producer, recently purchasedsome sophisticated manufacturing equipment to enhance its position ina very competitive market. First, what environmental forces might have
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