3305 SP09 Bb - ch06 business buyer behavior

3305 SP09 Bb - ch06 business buyer behavior - understanding...

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understanding business buyers
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1 | 2 cupboards oven folder and pen teddy bear consumer business cupboards coffee pot oven folder and pen photocopier business vs. consumer
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business vs. consumer Characteristic Characteristic Demand Volume # of Customers Location Distribution Nature of Buy Buy Influence Negotiations Reciprocity Leasing Promotion Business Market Business Market Organizational Larger Fewer Concentrated More Direct More Professional Multiple More Complex Yes Greater Personal Selling Consumer Market Consumer Market Individual Smaller Many Dispersed More Indirect More Personal Single Simpler No Lesser Advertising
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1 | 4 dimensions of b2b marketing characteristics of transactions attributes of customers customer primary concerns methods of buying types of purchases demand
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business product demand derived : demand for business products derived from consumer demand inelastic : demand not significantly altered by price changes joint : 2 or more items in combination to produce a product fluctuating : due to consumer fluctuation
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fluctuating demand (bullwhip effect) multiplier effect accelerator principle
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relationship marketing transactional relational trust, commitment, LT partnerships strategic alliances
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This note was uploaded on 03/08/2010 for the course MKT 3305 taught by Professor Blocker during the Spring '07 term at Baylor.

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3305 SP09 Bb - ch06 business buyer behavior - understanding...

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