haku: @freeterm KUNDE, VERKAUFSABTEILUNG / yhteensä: 3
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| Tekijä: | Bunn, M. D. Shaw-Ching, Liu |
| Otsikko: | Situational risk in organizations buying. A basis for adaptive selling (Käuferverhalten; Käuferanalyse) |
| Lehti: | Industrial Marketing Management
1996 : SEP, VOL. 25:5, p. 439-452 |
| Asiasana: | |
| Vapaa asiasana: | KUNDE, VERKAUFSABTEILUNG |
| Kieli: | eng |
| Tiivistelmä: | Customer perceptions of risk have a significant influence on the way buying decisions are made. Different aspects of the situation lead to variations in both the level and type of risk. This article presents a two by two categorization of customer situations. Evaluating the 4 categories shows that there are significant differences in the buying process, decision criteria, and information use across these customer situations. The categorization is assessed as a basis for understanding different types of customer situations and for adapting sales tactics in response to specific customer needs. |
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