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undergraduate industrial buyer behavior

undergraduate industrial buyer behavior - *Buyer goes to...

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INDUSTRIAL BUYER INDUSTRIAL BUYER BEHAVIOR BEHAVIOR
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Differences between Industrial and Consumer Marketing Industrial Goods Industrial Goods Consumer Goods Consumer Goods * Used in the production of other goods and services *Demand is derived from the demand of other products *Number of buyers is small *Buyers are heavily concentrated *Volume purchasing *Complicated process *Tremendous fluctuations *Bidding and Negotiation *Used by the ultimate consumer without further processing *Demand is self-derived *Number of buyers is large *Buyers are widespread *Single unit purchasing *Relatively simple process *Stable demand *Little Negotiation
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Differences between Industrial and Consumer Marketing Industrial Goods Industrial Goods Consumer Goods Consumer Goods *Shorter channels of distribution *Advertising in trade publications *Reciprocity *Seller goes to buyer *Salespeople are highly trained *Sales are routinized *Longer channels of distribution *Diverse advertising *No reciprocity
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Unformatted text preview: *Buyer goes to seller *Salespeople not well-trained *Sales are not “routine” Buying Centers Buying Center Influencers Users Gatekeepers Deciders Buyers Buying Center Definitions • Users : those who actually use the purchased good or service. • Gatekeepers : those who control the flow of information used in the decision. • Influencers : those who affect the decision by supplying information or opinions. • Deciders : those who make the purchase decision • Buyers : those with formal authority to purchase. Organizational Buying Processes No Maybe Yes No Maybe Yes No Maybe Yes Yes Yes Yes Supplier Search Product Specification General Need Description Problem Recognition Characteristics New-Task Buying Modified Rebuy Straight Rebuy Type of Process No Maybe Yes No Maybe Yes Supplier Selection Proposal Solicitation Yes Yes Yes No Maybe Yes Performance Review Order Routine Specification...
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