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2、mentmarketsandhowbuyersinthesemarketsmaketheirbuyingdecisions.CasesStudyGulfstreamAerospacesSellsjetsexclusively。Multiplepeopleareforcorporateuseinvolvedinthedecision。300-500。PuyinginfuencescustomersworldwideincludetheCEO,pilot,。Rationalobjective,boardmembers,evenandhumanfactorsSpOUSeSsinfluencebusi
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6、tructure。BusinesspurchasesandDemnsndinvolvemorebuyersinthedecisionproces5.sNatureofthBa【慧1e8n县“Purchasingeffortsare8undertakenbyTypesofDecisionsprofessionalbuyers.andtheDecisionProces5Busine55sMarRetsCharacteristics|。ComparedtoConsumerpUrCha5es:sMarketingStructure。BusinessbuyersfaceandDernandmorecom
7、plexbuyingdecisions.sNatureoftheT高e5妄ng5,:-U【ByngU门moreformalized.。TypesofDecisions。BuyersandsellersworkandtheDecisionmorecloselytogetherProcessandbuildlong-termrelationships.BusinessBuyerBehaviorsMajorTypesofBuyingSituations“Straightrebuy以ReorderinsWithoutmodification“Modifiedrebuy夙Requiresmodificationtopriorpurchase“Newtask夙First-timepurchase
