Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Chapter 6, Problem 4VC
Summary Introduction
Case summary:
Company TB was identified in the year 1976 by Person RB and BH. With just 5 employees, they started the manufacturing bicycles. From the initial stage, they targeted the prestige sub-division of bicycle market, high-quality, utilising only the best components and materials for their bicycle.
Characters in case:
Company TB
To discuss: An example for every three purchasing situations-modified rebuy, straight rebuy, and new buy.
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