1. What is the role of the buying center at Trek? Who is likely to comprise the...
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2. What selection criteria does Trek utilize when it selects a new supplier or evaluates an existing supplier?
3. How has Trek’s interest in the environmental impact of its business influenced its organizational buying process?
4. Provide an example of each of the three buying situations—straight rebuy, modified rebuy, and new buy—at Trek.
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Marketing The Core
ISBN: 978-0078028922
5th edition
Authors: Roger A. Kerin, Steven W. Hartley, William Rudelius
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