PS_Ch12 - Negotiations Negotiations Ch 12 The Nature of Negotiation The • • • Negotiation versus nonnegotiation selling What can be

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Unformatted text preview: Negotiations Negotiations Ch 12 The Nature of Negotiation The • • • Negotiation versus nonnegotiation selling What can be negotiated? Are you a good negotiator? Items That Are Often Negotiated Between Buyers and Sellers, Sellers, But can be But Anything Anything NEGOTIATION NEGOTIATION The bargaining process through which buyers and sellers resolve areas of CHANGE, conflict and/or arrive at agreements. Distributive (Win­lose) Value­claiming negotiation Integrative (Win­win) Value­creating negotiation Everyone wins NEGOTIATIONS VS. SELLING NEGOTIATIONS Almost anything can be negotiated Involve more intensive planning. May involve a larger group of people Only done for large and/or important customers GOOD NEGOTIATOR GOOD Patience, endurance, and stamina Willingness to take risks Tolerance for ambiguity Tolerance for conflict Thick skinned Open minded Tolerant Distributive (Win-Lose) Negotiations Distributive Good Guy­Bad Guy Lowballing Emotional Outbursts Budget Limitation Tactic Browbeating What to Do When the Buyer Turns to What Win-Lose (Distributive) Strategies Win-Lose • • • • Detach yourself Acknowledge their position and then respond Build them a bridge Warn, but don’t threaten Integrative Integrative Two sources of: Advantages of: Differences in negotiators’ preference Compatibility of negotiators’ preference Greater chance of getting what you want May reach agreement when otherwise there would be none Has to do with the amount of resource and not the evaluation of those resources ...
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This note was uploaded on 01/19/2012 for the course MKTG 4410 taught by Professor Michaelserkedakis during the Spring '12 term at Kennesaw.

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