MKT 504 Chapter 3: Understanding Buyers
Document Summary
Close buyer-seller relationships the smaller customer base and increased usage of scm, has resulted in buyers and sellers becoming interdependent. Phase: recognition of the problem or need: the. Needs gap: determination of the characteristics of the item and the quantity needed, description of the characteristics of the. Item and the quantity needed: search for and qualification of potential. Needs are the result of a gap between buyers" desired states and their actual states. Situational (result of a specific environment), functional (for a core function to be performed), social (acceptance from others), psychological (desire for assurance with self), knowledge (personal development). Involves the consideration and study of the overall situation to understand what the required solution is. Buyers translate phase 2 data into what is needed and how much as a result. Rfps are developed and distributed to potential suppliers. September 22, 2016: evaluation of proposals and selection of. Suppliers: selection of an order routine, performance feedback and evaluation.
