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Marketing 15th Edition

Marketing (15th Edition)

Book Edition15th Edition
Author(s)Hartley, Kerin
PublisherMcGraw-Hill, Inc.
End of Chapter

Chapter 6, End of Chapter, APPLYING MARKETING KNOWLEDGE, Exercise 1

Page 169

Verified Answer

Industrial firms, resellers, and government units have the following traits that differentiate them from each other:

  • Industrial firms: They constitute a majority of the organizational buyers. They transform an existing product or service by processing them into a new and better product or service and then sell it. For example,  buying flour to make biscuits.
  • Resellers: After industrial firms, resellers form the majority of organizational buyers. They consist of wholesalers or retailers. They purchase goods and then sell the same goods in the existing or identical state without transforming them in any way. For example, retailers buying a television from wholesalers and then selling the same to end customers. 
  • Government units: They are the minority among the organizational buyers. These government units at the central, district, or civic levels buy products and services in order to serve or help their citizens. For example, the construction or repair of a flyover comes under government buying. 
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