Lecture_5_The_Buying_Process_Trends_and_

Lecture_5_The_Buying_Process_Trends_and_ - ABM 222 January...

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ABM 222 January 26 Agribusiness and Food Sales The Buying Process Trends in Buying Types of Buys Communication and the Sales Process
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The Buying Process The Large Firm vs the Individual Decision Maker Need recongiion Definitition of product type Develpoment of specifications Search for suppliers (typically bid process) Acquisition and analysis of puropsals Evaluation of proposals and supplier selection Evaluation of product performance
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The Large Firm The Buying Decision Process Similar to individual Need Recognition Definition of product-type Development of specific function Search for Suppliers (typically bid process) Acquisition and of Proposals Evaluation of Proposals and Supplier Selection Evaluation of Product
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The Buying Process (Large Firm) Decision Makers The Following Are the Types of People in the Buying Group: Users Influencers Gatekeepers Deciders
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The Buying Group: Users Often have ___________ influence in the early and late steps of buying process. Salespeople try to convince superior ___________ or ___________ benefits to the users.
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The Buying Group : Influencers People who directly or indirectly provide ___________ during the buying process. May provide details on product ___________ , criteria for evaluating ___________ , and information about potential suppliers.
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The Buying Group : Gatekeepers Control_ the flow of information and may __limit_________ the alternatives considered. Purchasing agents often determine which ____suppliers_______ are to be considered. Bypassing the purchasing agent is called back-door selling .
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The Buying Group : Deciders Make the final choice. In straight rebuys it is usually the purchasing agent. For new tasks, many people may be required to approve the decision and sign the purchase order.
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The Buying Decision Process (Large Firm ) Creeping Commitment A customer becomes increasingly committed to a particular course of action while going through the steps of the buying process This means for the Salesperson, they must be ready to continue to support and be ready to close the sale.
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The Buying Process (Large Firm) The Importance of Derived Demand Derived Demand The demand is determined by the demand for the final product. (From the end consumer)
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This note was uploaded on 02/23/2010 for the course FIM 220 taught by Professor Weatherspoon,d during the Spring '08 term at Michigan State University.

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Lecture_5_The_Buying_Process_Trends_and_ - ABM 222 January...

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