Many organizations are searching for ways to slice time and costs from the buying process. Some organizations prepare for major purchases by assembling buying teams composed of people from purchasing, manufacturing, quality assurance, sales, and other groups that have a stake in the purchase. The team approach allows a company to gather information and evaluate alternatives more quickly. Teams also build commitment among the various departments. Having a buying team of their own helps marketers sell to customers with similar teams.
Every organizational marketer is part of a value chain.
Suppliers are the source for materials brought through the value chain to create the value package consumers buy. Marketing relationships connect every one of the links in the value chain. B. Using Reciprocity and Reverse Marketing in the Value Chain 1. Marketers build value-chain relationships through reciprocity , the practice of buying from suppliers that are also customers. Reciprocity is legal in the U.S. as long as it is not enforced through coercion or harm competition.