How Does the Organizational Buying Process Differ from the Consumer

question 60

Essay

How does the organizational buying process differ from the consumer buying process?

Apply the appropriate organizational strategy in writing persuasive requests.

Understand the use and effectiveness of rational appeals in sales messages.

Master the AIDA strategy in crafting sales messages to attract attention, build interest, create desire, and motivate action.

Recognize the importance of the opening in sales messages.

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Definitions:

Unit Sales Price

The amount that a business charges for one unit of its product or service.

High-Low Method

A technique used in cost accounting to estimate variable and fixed costs based on the highest and lowest levels of activity.

Variable Cost Element

A cost that varies directly with the level of production or sales volume, such as materials and direct labor.

Fixed Cost Element

The portion of total costs that does not change with the variation in activity level or production volume.