Ans the three criteria in order of importance are

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ANS: The three criteria, in order of importance, are quality, service, and price. QUALITY. Quality refers to technical suitability. Evaluation of quality also applies to the salesperson and the company: The salesperson should be reputable and the company should be financially respons- ible.
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SERVICE. Buyers seek to buy satisfactory service as well as satisfactory products. Services may in- clude needs assessment analyses, installation, training, maintenance, and repair. Service also entails delivering exactly what was ordered when it is scheduled to be delivered. Buyers also welcome ser- vices that help them sell their finished products. PRICE. Business buyers usually want to buy at the lowest prices, as long as the product quality and service requirements are met. PTS: 1 REF: 111-112 OBJ: 07-8 TOP: AACSB Communication | TB&E Model Customer 17. Cascade Landscaping Service (CLS) has decided to purchase computer-assisted-design (CAD) soft- ware for landscape design. Describe the conditions under which each of the three business buying situ- ations would take place. ANS: NEW BUY. A new buy is a situation requiring the purchase of a product or service for the first time. In this case, CLS has no experience buying such software or has not established any relationship with a vendor of the CAD software. CLS may be a new or small company that currently does not have any type of CAD software. Alternatively, CLS may be value engineering and finding a less expensive al- ternative than drawing the designs by hand or simply attempting to work them out as the project pro- gresses. MODIFIED REBUY. In this case, CLS would have experience with CAD software in general and an established relationship with software vendors. The focus would be on the new need of more struc- tured plans to show customers. STRAIGHT REBUY. In this case, the purchase of CAD software would be a routine purchase de- cision or a reorder of previously ordered software from the same vendor. Perhaps, CLS is a reseller of supplies for landscaping including software. PTS: 1 REF: 112 OBJ: 07-8 TOP: AACSB Communication | TB&E Model Customer 18. Why is customer service an important factor in business marketing? ANS: Business marketers are increasingly recognizing the importance of customer service as a major com- ponent of successful marketing strategies. Customer service is often a critical factor used in vendor analysis and can be a key differentiating factor in vendor choice. Core service skills offered with a product can be more important than the product itself. PTS: 1 REF: 113-114 OBJ: 07-8 TOP: AACSB Communication | TB&E Model Customer
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