英国大学市场营销培训讲义(英文版)(ppt 22页)

英国大学市场营销培训讲义内容提要：
Consumer or Organisational Products
Why was the product Purchased ?
For use in the operation of a business or organisation.
To manufacture other products
For resale to others
Some Examples of Organisational Buying
Paper cups by McDonald's
Computer chips by Toshiba
Concrete by Local Authorities
Oil by Electricity Generators
Fertiliser by Farmers
Accountancy services by Ltd.. Companies
TV’s by Comet or Dixons
Buyers
choose suppliers
and negotiate purchase
terms often reducing
the actual purchase
 to a clerical task.
Users
actually use the
product. They may
be the one who initiates
the purchase process
and may develop the
product
 specification.

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