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Unformatted text preview: Chapter 8 Adding Value with a Customer Strategy- Customer Strategy a carefully conceived plan that will result in maximum customer responsiveness- Need an understanding of the customers buying needs and motives- Want to develop repeat business should figure out a way to collect and systematize customer information: o Understand the buying process o Understand customer behaviour o Develop prospect base Consumer Versus Business Buyers- Consumer Buyer Behaviour buying behaviour of individuals and households who buy goods and services for personal consumption o Treat different customers differently - Business Buyer Behaviour buying behaviour of organizations that buy goods and services for use in the production of other products and services or for the purpose of reselling or renting them to others at a profit o Buying Centre a cross-functional team of decision makers who often represent several departments Types of Business Buying Situations- New-Task Buy a first-time purchase of a product or service o Rely on consultative selling skills- Straight Rebuy a routine purchase of previously purchased goods or services o Constantly monitor every situation to be sure customer is completely satisfied- Modified Rebuy purchasing when the buyer wants to reconsider product specifications, prices, or suppliers...
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This note was uploaded on 02/02/2012 for the course MGCR 423 taught by Professor Okhmatovskiy during the Winter '08 term at McGill.
- Winter '08