2020_BEC_FlipBooks

F20_Castleberry_Selling11eFlipbook_11-6-20

Issue link: https://www.mheducation.com/highered/ideas/i/1308940

Contents of this Issue

Navigation

Page 37 of 86

Exhibit 3.2 Types of Organizational Buying Decisions New Task Modified Rebuy Straight Rebuy Customer Needs Information and risk reduction Information about causes and solutions for a new problem; reduce high risk in making a decision with limited knowledge Information and solutions to increase efficiency and/or reduce costs Needs are generally satisfied Nature of Buying Process Number of people involved in process Many Few One Time to make a decision Months or years Month Day Key steps in the buying process (Exhibit 3.1) 1, 2, 3, 8 3, 4, 5, 6, 8 5, 6, 7, 8 Key decision makers Executives and engineers Production and purchasing managers Purchasing agent Selling Strategy For in- supplier Monitor changes in customer needs; respond quickly when problems and new needs arise; provide technical information Act immediately when problems arise with customers; make sure all of customer's needs are satisfied Reinforce relationship For out- supplier Suggest new approach for solving problems; provide technical advice Respond more quickly than present supplier when problem arises; encourage customer to consider an alternative; present information about how new alternative will increase efficiency Convince customer of potential benefits from reexamining choice of supplier; secure recognition and approval as an alternative supplier 68 CHAPTER 3: Buying Behavior and the Buying Process

Articles in this issue

view archives of 2020_BEC_FlipBooks - F20_Castleberry_Selling11eFlipbook_11-6-20