Marketing Chapter 6 Continued

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Author:
brianradigan
ID:
205042
Filename:
Marketing Chapter 6 Continued
Updated:
2013-03-04 22:41:19
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Marketing Chapter Continued
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Marketing Chapter 6 Continued
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  1. Buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation.
    Systems/solutions selling
  2. All the individuals and units that play a role in the purchase decision-making process. 
    Buying center
  3. Members of the buying organization who will actually use the purchased product or service.
    Users
  4. People in an organization's buying center who affect the buying decision; they often help define specifications and also provide information for evaluating alternatives. 
    Influencers 
  5. People in an organization's buying center who make an actual purchase. 
    Buyers
  6. People in an organization's buying center who have formal or informal power to select or approve the final suppliers. 
    Deciders 
  7. People in an organization's buying center who control the flow of information to others. 
    Gatekeepers 

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