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Unformatted text preview: is no distribution channel, thereby reducing overhead cost. From the above discussion it is clear that the business market functions differently from consumer markets. Buying decision especially is more complex owing to many players. If buying decision is a re-purchase than purchasing department would place the order with an old supplier. Companies keep a list of approved vendors from which they choose as per purchase requirement. If buying decision is a modification from previous order in terms of specifications, amount, price, etc. than companies’ looks to have a discussion with suppliers. Purchase department may look to other suppliers for a modification order. If the buying decision is a new product or service than a lengthy process is followed with discussion and meeting between representatives from various departments....
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- Fall '09
- Marketing, business market, carcompanies, Business buyer base