Sumer and Org Buying Behaviour
Sumer and Org Buying Behaviour
Sumer and Org Buying Behaviour
Behavior
Initiator
Influencer
Decider
Buyer
User
Choice Criteria
Choice criteria can be economic,
social, or personal
Economic criteria include
performance, reliability, price
Social criteria include status and
the need for social belonging
Personal criteria concern how the
product or service relates to the
individual psychologically
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Reverse marketing
Purchasing is taking on a more proactive,
aggressive stance in acquiring the
products and services needed to
compete.
This process whereby the buyer attempts
to persuade the supplier to provide
exactly what the organization wants is
called reverse marketing
It provides an opportunity to develop a
stronger and longer relationship
It could be a source of new product
opportunities that may be developed to a
broader customer base.
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Leasing
A lease is a contract by which the
owner of an asset grants the right to
use the asset (e.g. a car ) for a
period of time to another party in
exchange for payment of rent
There are two main types of lease
Financial lease or full payment lease
Operating lease sometimes called
rental agreements
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