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Non Scratch Auto Paint Purchaser Overview

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Describe who are the organizational buyers and consumers are of the product NON SCRATCH AUTOMOTIVE PAINT (made up product) and the factors that influence their purchasing decisions. Discuss how these factors will impact your marketing strategy

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Organizational buyers:
Retailers & Distributors in the used car industry, garages, body-shops...
Manufacturers of new cars

In essence this product will be purchased by two groups of buyers. The first would be people in the used car industry. They would but this non-scratch paint in order to fix up their existing cars that they would then resell to consumers. If a car comes in in perfect running condition but is all scratched, then they could pain it with the new paint, and then resell it for a higher value then before. They could then promote it to consumers as a car that will never scratch which is a huge bonus for most people who care about keeping their car looking nice and clean.

Body-shops and garages who work on used cars would also be interested in this, since many times consumers come in with their cars and ask the shops to repaint it. These ...

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Describe who are the organizational buyers and consumers are of the product NON SCRATCH AUTOMOTIVE PAINT (made up product) and the factors that influence their purchasing decisions. Discuss how these factors will impact your marketing strategy

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Two brothers own a company that makes battery-operated paint sprayers. One brother is convinced paint sprayers are in the maturity stage of the product life cycle (PLC) and wants to implement strategies that will stimulate sales. The other brother is critical of the whole PLC concept. Over the years, as more competitors entered the market and their profits shrunk, they have debated the PLC concept. Why would one brother be so in favor of the PLC concept and one be so opposed to it?

Kotler, P. (2003). Marketing Management, 11/E. Prentice Hall. Chapters 11,12, and 13, Pages 307-405. MBA

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