XIII. Fill in the gaps with words from the list.

buyer factors, external factors, needs, price and promotional factors, supplier factors.

Industrial marketers must understand what affects buying decisions in companies and organizations. Then they can plan a marketing strategy. We can say that buying affected by five factors.

1.______, for example discounts, special prices and terms, as well as the influence of advertising, free samples, and trial offers.

2.______, or what people say about the company, exhibitions and trade fairs, reviews and comments in trade journals, and also any relevant seasonal factors.

3._______ Examples are the buyer's experience, and knowledge of the product, and of the potential suppliers. The culture of the buying organization is also important, and an understanding of the company purchasing policy. The size, complexity, level of technology, and financial resources are important. A final factor of this strategy is the structure of the organization, and the role of senior executives in buying decisions.

4._________including level of urgency, stock levels, and the perceived value of the purchase to the buying organization.

5.________include competitors and rivals offers, the quality and availability of the product offered, after-sales service, location and labour relations at the suppliers. Another significant factor here is the relationship with existing suppliers, including personal relationships, and the desire for continuity.