Chapter4

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

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 4 Chapter 4 Buying Behavior and the Buying Process
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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
Background image of page 2
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
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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
Background image of page 4
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)
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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 ultimately depend on the demand for their products-either
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/10/2009 for the course MAR 4400 taught by Professor Roberta.ciraldo during the Summer '09 term at FAU.

Page1 / 26

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

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online