Page 105 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing

Notes 8. “Regional subcultures not only influence the lifestyles of individuals but also influence
organisational cultures.” Discuss.
9. “Organisational values differ among organisations though they operate in the same
industry.” Substantiate using examples.
10. Explain the relevance of ‘trust’ in business buying.

Answers: Self Assessment

1. (b) 2. (d)

3. Purchasing Agents 4. Rational
5. Cooperative 6. Derived
7. Firm graphics 8. Straight Re-buy
9. Composition 10. Straight re-buy
11. False 12. False

13. True 14. True
15. True

4.10 Further Readings

Books Frederick E Webster, Jr., Industrial Marketing Strategy, John Wiley and Sons
Krishna K Havaldar, Industrial Marketing, Tata McGraw Hill Publishing Company
Ltd.
SHH Kazmi and Satish K Batra, Consumer Behaviour – Text and Cases, Excel Books

Online links http://knol.google.com/k/organizational-buying-processes-and-buying-
behavior#
http://www.economypoint.org/o/organizational-buying-behaviour.html

http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Four-
CRM-Strategies-for-Adapting-to-the-Changing-Economy-47995.aspx
http://www.txtgroup.com/content/maincontent/6243/C_4_maincontent_6243_
gr_content_mrkt_download_object.pdf

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