Organizational Buyers

question 71

Multiple Choice

Organizational buyers:

• A) rely on many sources of information in addition to salespeople when making purchase decisions.
• B) may use vendor analysis to make certain that all relevant areas of a purchase decision have been considered.
• C) are likely to do little search for additional information if the purchase is unimportant.
• D) tend to be more rational--and less emotional--in their buying decisions than final consumers.
• E) All of the above are true.

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Definitions:

Understanding Your Customer

The process of gaining insights into customers' needs, preferences, and behaviors to tailor products or services accordingly.

Diversity of Product

The range or variety of different products offered by a business to cater to various customer needs.

Beachhead Market

An initial target market that a company focuses on penetrating to establish a strong presence before expanding to broader markets.

Crossing The Chasm

A marketing theory that describes the challenge of transitioning from early adopters of a product or service to a broader mainstream market.