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Buying Process

Buy Situations

Straight Re-buy – routine order –

consumables, office supplies; outside

Suppliers tend to get in on dissatisfac

tion of existing supplier

Modified Rebuy – Modify specs,

Prices, delivery requirements. In-

Suppliers have to protect an account;

Out-suppliers try for an opportunity

e.g. computers

New Task – Buy for first time; greater the cost / risk –longer it takes to decide

Pass through stages – awareness, interest, evaluation, trial, adoption.

Includes setting specs, price limits, delivery terms, order qty, acceptable

Suppliers and selected supplier(s).  Because of complex selling use of

Dedicated missionary sales force.

Systems Buying and Selling – also called turnkey solutions – key industrial

Marketing strategy in bidding large projects – dams, steel factories etc.

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