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Related Flashcards
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Cards In This Set
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Business buyer behavior
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Refers to the buying behavior of the organizations that buy goods and services for use in production of other products and services
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Organizations classified as "business buyers"
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Makers of goods to be sold, rented or supplied to others...also included are retailing and wholesaling firms that aquire goods to resell for profit
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Business buying process
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Process where business buyers determine which products and services are needed to purchase and then find, evaluate and choose among other brands
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Characteristics of business markets
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Marketing structure and demand
nature of the buying unit
types of decisions and the decision process
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Straight rebuy
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A routine purchase such as a reorder without any modification
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Modified rebuy
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A purchase decision that requires some research where the buyer wants to modify the prodcut specification, price, term or suppliers
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New task
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A purchase decision that requires thorough research such as a new product
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Types of buying situations
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Straight rebuy, modified rebuy, new task
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Participants in the business buying process
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Users, influencers, buyers, deciders, gatekeepers
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Users
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Those that will use the product or service
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Influencers
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Help define specifications and provide info for evaluating alternatives
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Buyers
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Have formal authority to select the supplier and arrange terms of purchase
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Deciders
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Have formal or informal power to select and approve final suppliers
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Gatekeepers
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Control the flow of information
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The buying process
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PROBLEM! what do we need to do? what product? where to get it from? proposal. select supplier. order product. performance specification
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