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Chapter4 - Chapter 4 Chapter Buying Behavior and the Buying...

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Chapter 4 Chapter 4 Buying Behavior and the Buying Process
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Types of Customers Types of Customers Producers buy goods and services to manufacture and sell other goods and services to their customers Original Equipment Manufacturers when buyers purchase goods to use in making their products some components have such a high reputation they help sell the product most bought in large quantities on an annual basis
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Continued Continued End Users action when producers buy goods and services to support their own production and operations Capital equipment - major purchases that the producer uses for a number of years (Ex. Mainframe computers and machine tools) MRO supplies - minor purchases that have a short useful life (Ex. Paper towels and pencils) Resellers buy furnished products or services with the intention to resell them to businesses and consumers interested primarily in the attractiveness of the products to their customers
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Continued Continued Government largest customer for goods and services in the U.S. (over $1 trillion in goods and services annually) Buyers bidding Effective selling requires a thorough knowledge for their unique procurement procedures and rules Many international salespeople
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Continued Continued Institutions Public and private (ex.churches, hospitals, and colleges) Packaged goods manufacturers sell to both resellers & institutional customers Consumers End users vary for consumers Text focuses on selling to business enterprises, government agencies, or institutions (A large number of college graduates frequent these sales positions)
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Organizational Buying and Selling Organizational Buying and Selling Complexity of the Organizational Buying Process involve extensive evaluations and negotiations over a period of time salespeople must be able to work effectively with a wide range of people increased complexity with increased global businesses Derived Vs. Direct Demand Derived demand - purchase made by these customers
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