Assume you are selling cars to a company for use as fleet of cars by the company’s sales force. The salespeople would like bigger, more comfortable cars, which would be more profitable for you. However, the company fleet buyer prefers smaller, more economical cars. Who might be in the buying center for this purchase? How could you meet the varying needs of these participants?
Assume you are selling cars to a company for use as fleet of cars by the company’s sales force. The salespeople would like bigger, more comfortable cars, which would be more profitable for you. However, the company fleet buyer prefers smaller, more economical cars. Who might be in the buying center for this purchase? How could you meet the varying needs of these participants?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Assume you are selling cars to a company for use as
fleet of cars by the company’s sales force. The
salespeople would like bigger, more comfortable cars,
which would be more profitable for you. However, the
company fleet buyer prefers smaller, more economical
cars. Who might be in the buying center for this
purchase? How could you meet the varying needs of
these participants?
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