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During the business-to-business buying process, buyers acquire goods and services they will use as inputs into manufacturing, use in the course of doing business, or put up for resale.
Buyers are unique; salespeople must tailor their actions accordingly. Write a 1-2 page essay in which you answer the following questions:
- Which type of buyer do you think it is more challenging to sell to, and why?
- How should a salesperson modify his/her tactics to address different business market types?
- Describe the eight phases of the business-to-business buying process in your own words. Which seems like it might be most challenging for a salesperson?
Read the Chapter Case on page 80 and answer the 4 questions that follow in 1-2 pages.