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The current development of the purchasing function shows remarkable similarities

to the development of the marketing concept. The product/production orientation,

that dominated management practice for many years, can be compared to

traditional purchase's focus on product and price. The subsequent sales

orientation emphasizes the efforts of sales representatives to get customers to

buy their products. This is very similar to the purchasing department that directs

its efforts at identifying suitable suppliers that can deliver the desired products at

the right time. Only when the whole organization is focused on serving the

customer optimally (integrated effort), it employs the marketing concept.

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Rickie Glover

Lvl 13
3y ago

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