2020_BEC_FlipBooks

F20_Castleberry_Selling11eFlipbook_11-6-20

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c h a p t e r 3 BUYING BEHAVIOR AND THE BUYING PROCESS SOME QUESTIONS ANSWERED IN THIS CHAPTER ARE savas keskiner/Getty Images • What are the different types of customers? • How do organizations make purchase decisions? • Which factors do organizations consider when they evaluate products and services? • Who is involved in the buying decision? • What should salespeople do in the different types of buying situations? • Which changes are occurring in organizational buying, and how will these changes affect salespeople?

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