JGoods, the Company Profiled in the Opening Feature for Chapter

question 45

Multiple Choice

JGoods, the company profiled in the opening feature for Chapter 14, sells customized shoes and kits for customizing shoes. JGoods would like to sell its kits through boutiques and craft stores, but will have to convince the retailers to sign on. One thing JGoods has learned is that the trick to getting boutiques and retailers to sign on is to:

• A) prove the kits will sell
• B) package the kits attractively
• C) price the kits below the market price
• D) promote the kits aggressively
• E) cobrand the kits with proven product

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Definitions:

New Buy

A purchasing scenario in which a customer is buying a product or service for the first time, typically involving a high level of decision-making and information gathering.

Consultative Buying Center Culture

A business purchasing environment where decisions are made collaboratively, with input from various stakeholders, aimed at solving specific problems or meeting detailed needs.

Buying Center

A group of individuals within an organization who are involved in the decision-making process for making business purchases.

Buying Center

A group of individuals within an organization who are involved in the process of making purchasing decisions.