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Chapter 3 - Chapter 3 Understanding Buyers o Module Three o...

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Chapter 3 Understanding Buyers o Module Three o Categories of Buyers Consumer Markets Win7Guru's note: People (Personal Use) Business Markets Win7Guru's note: Firms Win7Guru's note: Institutions Win7Guru's note: Govts Win7Guru's note: Non-Profit Organizations o Distinguishing Characteristics of Business Markets Concentrated Demand Derived Demand Win7Guru's note: Comes from the demand of a product Higher Levels of Demand Fluctuation Win7Guru's note: Buying in bulk Win7Guru's note: Business products demand bigger fluctuation Purchasing Professionals Win7Guru's note: Doesn't make decision to buy, but they figure out who to buy from Win7Guru's note: Doesn't make decision to buy, but they figure out who to buy from Win7Guru's note: Buying Center Multiple Buying Influences Close Buyer-Seller Relationship o Needs Gap Example: Desired State vs. Actual State Desired - Produce 1250 units/day Actual - Produce 1000 units/day Win7Guru's note: NEEDS GAP = 250 units/day
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