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Unformatted text preview: Past performance Production facilities and capacity Roles in the Buying Center page 128-129 at the top of the page up to the learning review box. Buying Center The group of people in an organization who participates in the buying process Roles in the Buying Center: Users – people in organization who actually use the product or service Influencers – help define the specifications for what is bought Buyers – select the supplier and negotiate terms Deciders – approve the supplier Gatekeepers – control the flow of information Buy Classes Three types of organizational buying situations: New buy – first time buying Straight rebuy – reordering Modified rebuy – reordering with some minor changes...
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This note was uploaded on 10/19/2011 for the course MARKETING 291 taught by Professor Hoffer during the Fall '11 term at Miami University.
- Fall '11