Chapter 8 - Class 2

Chapter 8 - Class 2 - Chapter 8 Adding Value with a...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

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...
View Full Document

This note was uploaded on 02/02/2012 for the course MGCR 423 taught by Professor Okhmatovskiy during the Winter '08 term at McGill.

Page1 / 3

Chapter 8 - Class 2 - Chapter 8 Adding Value with a...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online