Business buyers use a variety of criteria to evaluate alternative products and suppliers. Name and define specific aspects of the three most important criteria.
What will be an ideal response?
The three criteria, in order of importance, are quality, service, and price.
QUALITY. Quality refers to technical suitability. Evaluation of quality also applies to the salesperson and the company: The salesperson should be reputable and the company should be financially responsible.
SERVICE. Buyers seek to buy satisfactory service as well as satisfactory products. Services may include needs assessment analyses, installation, training, maintenance, and repair. Service also entails delivering exactly what was ordered when it is scheduled to be delivered. Buyers also welcome services that help them sell their finished products.
PRICE. Business buyers usually want to buy at the lowest prices, as long as the product quality and service requirements are met.
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