13 Questions
What is one of the important differences in emphasis between consumer and organizational buying?
Fewer potential buyers in organizational buying
Why do suppliers invest in long-term relationships with large customers in organizational buying?
Because of the importance of large customers
What is reflected in the growth of key account selling in organizational buying?
Dedicated sales and marketing teams for major customers
What is the significance of one customer to a business-to-business marketer in industrial products, compared to a consumer marketing company?
Far more importance to the business-to-business marketer
What is likely true about organizational buying compared to consumer buying?
Organizational buying is less affected by emotional factors
Why will a company marketing industrial products have fewer potential buyers than one marketing in consumer markets?
Higher output percentage for major customers
In business-to-business marketing, why do sellers tailor their product offerings to meet the specific requirements of buyers?
To increase the potential revenue of the products
Why may an organizational buyer be in a powerful negotiating position with a seller?
To demand concessions in return for placing the order
Why are business-to-business markets sometimes characterized by a contract being agreed before the product is made?
To mitigate risks associated with organizational selling/buying
In organizational buying, who may influence the decision of which expensive purchase to make?
Managing director, product engineers, production managers, and purchasing manager
What is important in understanding consumer buying behavior?
Understanding the role of each household member in the decision-making process
How do many consumer purchases occur?
Individually or as impulse purchases
What role might a person assume when making a household purchase decision?
Initiator
Explore the differences between consumer and organizational buying, and their implications for marketing goods and services. Learn about the important distinctions in emphasis and potential buyers in industrial and consumer markets.
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