A small manufacturer developed a new high-speed packaging system that could be appealing to food-processing firms such
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A small manufacturer developed a new high-speed packaging system that could be appealing to food-processing firms such as Pillsbury and General Mills. This new packaging system is far more efficient but must be priced 15 percent higher than competitors’ products. Because purchasing managers evaluate the “total cost of ownership” of major purchases, what selling points should the business marketer emphasize to demonstrate the superiority of this new product?
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