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The Ideal

Seller and Buyer – are two
persons involved in
marketing transactions
such as selling and buying.
THE SELLER - the owner of the store or business
- offers good, products, or services to those
who need it.
- sells products, goods, or services at a specified
amount called his selling price.
- as a seller must learn the art of selling.
- the art of selling needs persuasion, good
relationship with people, patience, and
courtesy toward the prospective buyers.
The Buyer - is the person who buys goods and
services from the seller.
- the consumer who makes use of the
goods to meet his/her needs or wants
and those of his family.
- Also called the end user because they use
goods or products or services that meets
the needs and wants and derive satisfaction
from its use.
The Seller as Buyer - A seller is also a buyer because he needs to buy goods or products
he/she will sell.
- he buys from either manufacturer or the producer of the goods or
from wholesale middleman.
- Manufacturers are those who convert raw materials into finished
products such as canned foods.
- Producers are those who plant and harvest products in the case of
fruits and vegetables.
- The wholesalers are those who buy from manufacturers or producers in
big bulk then sell these in retail to owners or sari-sari stores, groceries,
or mobile stores.
- Wholesalers act as middlemen or traders who buy from the
primary source (manufacturer/ producers) and sell these to retailers
(owners of sarisari store, groceries, or similar stores)
- The seller must have a good and sound buying program so he can get the most profit
and give the best service to his customers by offering good quality goods or
Three Different Types of Buyer

1. Tightwads — “I’m not spending my money unless you pry it out of my grubby
Tightwads love saving.
-They hate spending. They will hold on to their money as long as they can. These
are the people that spend less than the average Joe, save more than the average
Joe, and get more anal in response to salespersons and commercials than the
average Joe. This is not the average Joe. This is Scrooge. They love their money,
as long as it’s sitting safely in a late maturing CD or an extra secure savings
2. Spendthrifts — ”I’m going to spend all the money I
possibly can, and then some!” Ah, the spendthrift. This
is the marketer’s dream customer.
They love spending money. What’s money for?! It’s to
be spent! Spendthrifts are why credit card companies
make money. These people will spend until they max
out that credit card, then reach for the next credit card
and keep going. This is the proverbial “impulse buyer”
unleashed. They need little more convincing then “It’s
for sale.”
3. Average Spenders — “If it seems like a good
investment, I’ll purchase it.” Here’s most of us.
We spend what we think is appropriate.
We think about purchases. We weigh options,
take time to decide, and, generally, try to make
smart moves and save a little money.
Marketing doesn’t have a one-size-fits all hat
for everyone to buy and wear. You need to
speak differently to different types of people.