Firm may choose to locate sales offices distribution

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Firm may choose to locate sales offices & distribution centers in these areas to provide more attentive service. Buyer-Seller Relationships - require superior communication among the organizations’ personnel Global Sourcing - involves contracting to purchase goods & services from suppliers worldwide Joint Demand- demand for a product that depends on the demand for another product used in combination with it Inelastic Demand- demand that won’t change significantly due to a price change JIT II - boost efficiency by cutting inventories to absolute minimum levels; Suppliers’ representatives work at the customer’s facility 3 Factors that influence purchase decisions Environmental, Organizational, & Interpersonal influences Multiple Sourcing
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Advantages: spreading orders ensures against shortages if one vendor can’t deliver on schedule Disadvantages: dealing with many sellers can be counterproductive & take too much time 4 Classifications of Business Buying Situations 1) Straight Rebuying, 2) Modified Rebuying, 3) New-Task Buying, 4) Reciprocity Value Analysis - examines each component of a purchase in an attempt to either delete the item or replace it with a more cost-effective substitute Vendor Analysis - carries out an ongoing evaluation of a supplier’s performance in categories such as price, EDI capability, backorders, or delivery times 5 Roles of People in a Buying Center Decision Users - those who use the product Gatekeepers - those who control the flow of information Influencers - those who provide technical information or specifications Deciders - those who actually choose the product Buyers - those who have the formal authority to purchase Government Purchases Influences : Social goals & programs Group purchasing is an important factor because many institutions join cooperative associations to get quantity discounts International Buying Decisions Influence Must be aware of foreign attitudes & cultural patterns Economic conditions, geographic characteristics, legal restrictions Chapter 8 Syndicated Service - organization that provides standardized data on a periodic basis to its subscribers Test Marketing - marketing research technique that involves introducing a new product in a specifics area and then measuring its degree of success Research Suppliers Full-Service - organization that offers all aspects of the marketing research process Limited-Service - firm that specializes in a limited # of research activities such as conducting field interviews or performing data processing Exploratory Research - process of discussing a marketing problem with informed sources both within & outside the firm & examining info from secondary sources Sales Analysis - in-depth evaluation of a firm’s sales
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Hypothesis - tentative explanation for a specific event Research Design - master plan for conducting market research Secondary Data - previously published information Primary Data - information collected for a specific investigation Sample - process of selecting survey respondents or research participants
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  • Spring '11
  • STAFF
  • Marketing, Viral marketing, Delphi, Buzz Marketing, Business Marketing Partnerships, Internal Marketing- Managerial actions

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