20%

30%

40%

50%

Most retail buyers see themselves as purchasing agents for their suppliers.

Buying committees, instead of individual retail buyers, may make the buying decisions.

Retail buyers make most purchases as modified rebuys.

Retailers typically only carry products that they have judged “socially desirable.”

More goods and services are purchased by business and organizational customers than by final consumers.

There are more business and organizational customers than final consumers.

There are more manufacturers than all other types of business and organizational customers combined.

More goods and services are purchased by government buyers than by all other business and organizational customers.

A purchasing manager is basically a clerk who fills out paperwork to place orders.

A purchasing manager is the only person a business-to-business salesperson ever needs to see in order to make a sale with a buying organization.

A purchasing manager may specialize by product area if he/she works for a large organization.

A purchasing manager is only interested in finding the lowest possible price for a product.

when consumers put much effort into deciding how to satisfy a need.

for purchases that have little importance or relevance for the customer.

mostly for impulse purchases.

by consumers when some effort is required in deciding the best way to satisfy a need.

sales reps generally do not (and should not) write the specifications for government business.

government is the largest customer group in the United States–spending about 30% of the GDP.

governments buy a lot, but only of certain products and can be safely ignored by most producers.

negotiated contracts are uncommon because of mandatory bidding procedures.

producer

intermediary

government

nonprofit

selective retention.

selective exposure.

selective perception.

selective learning.

that there are no 4-digit NAICS codes.

that there is only one firm to find, since each firm has its own 4-digit NAICS code.

that it is possible that no data will be available, even if there is one large firm in California in that 4-digit industry.

that your manager is talking about the New Auto Industry Classification Survey.

A cue is a strong stimulus that drives an individual.

Learning occurs only when a drive is satisfied.

Reinforcement strengthens the relationship between a cue and a response.

Cues are the causes of drives.