Class Notes (839,150)
Canada (511,218)
Marketing (28)
MARK1020 (22)
Paul Balog (18)
Lecture

marketing 17.docx

3 Pages
106 Views

Department
Marketing
Course Code
MARK1020
Professor
Paul Balog

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. BUYER-SELLER RELATIONSHIPS AND SUPPLY PARTNERSHIPS THERE ARE USUALLY LONG-TERM RELATIONSHIPS BETWEEN INDUSTRIAL BUYERS AND SELLERS. SOMETIMES THESE RELATIONSHIPS LEAD TO RECIPROCITY. RECIPROCITY IS AN INDUSTRIAL BUYING PRACTICE IN WHICH TWO ORGANIZATIONS AGREE TO PURCHASE EACH OTHER'S PRODUCTS AND SERVICES. THIS PRACTICE CAN BE ILLEGAL IF IT LESSENS COMPETITION, HOWEVER. A SUPPLY PARTNERSHIP EXISTS WHEN A BUYER AND ITS SUPPLIER ADOPT MUTUALLY BENEFICIAL OBJECTIVES, POLICIES, AND PROCEDURES FOR THE PURPOSE OF LOWERING THE COST AND/OR INCREASING THE VALUE OF PRODUCTS AND SERVICES DELIVERED TO THE ULTIMATE CONSUMER. . THE BUYING CENTRE: A CROSS-FUNCTIONAL GROUP A GROUP CALLED A BUYING CENTRE IS OFTEN USED BY ORGANIZA- TIONS TO REACH FINAL DECISIONS WHEN COMPLEX, HIGH-VALUE PURCHASING IS REQUIRED. THE BUYING CENTRE (WHICH MAY BE CALLED A BUYING COMMITTEE IN SOME ORGANIZATIONS) IS A GROUP OF PEOPLE IN AN ORGANIZATION WHO PARTICIPATE IN THE BUYING PROCESS AND SHARE COMMON GOALS, RISKS, AND KNOWLEDGE IMPORTANT TO A PURCHASE DECISION. THESE INDIVIDUALS WHO MAKE UP THE BUYING CENTRE HAVE UNIQUE EXPERTISE TO APPLY TO THE PURCHASE DECISION. IN ADDITION TO SOMEONE FROM PURCHASING, IT MAY INCLUDE REPRESENTATIVES FROM R&D, ENGINEERING, QUALITY CONTROL, AND PRODUCTION, DEPENDING ON WHAT IS PURCHASED. 1. PEOPLE IN THE BUYING CENTRE. THE PEOPLE WHO MAKE UP THE BUYING CENTRE CAN PLAY ONE OR MORE ROLES IN A PURCHASE DECISION. 2. ROLES IN THE BUYING CENTRE. RESEARCHERS HAVE IDENTIFIED FIVE SPECIFIC ROLES OF PEOPLE IN BUYING CENTRES. THESE ARE: a. USERS - THESE PEOPLE IN THE ORGANIZATION ACTUALLY USE
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