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8 Cards in this Set
- Front
- Back
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Resellers
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-marketing intermediaries that resell manufactured products without significantly altering their form
-wholesaler to retailer to consumer |
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Buying Center
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-the group of people typically responsible for the buying decisions in large organizations
-initiator -influencer -decider -buyer -user -gatekeeper |
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Initiator
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-buying center participant
-first suggest buying the particular product or service |
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Influencer
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-buying center participant
-views influence other members of the buying center in making the final decision |
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Decider
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-buying center participant
-ultimately determines any part or the entire buying decision -whether to buy, what to buy, how to buy, where to buy |
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Buyer
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-buying center participant
-person who handles the paperwork of the actual purchase |
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User
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-buying center participant
-person who consumes or uses the product or service purchased by the buying center |
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Gatekeeper
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-buying center participant
-person who controls information or access to decision makers and influencers |
