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REVERSE MARKETING AND LOGISTICS Organizational Buying Markets MAIN PRINCIPLE BUYER/SELLER RELATIONSHIP IS REVERSED. BUYERS SEEK OUT THE OPTIMUM SELLERS. LIVING IN A WORLD DOMINATED BY MARKETERS BUYING PLANS NEED TO GIVE PRIORITY TO NEEDS OF THE BUYING ORGANIZATION. NEED FOR A COUNTERVAILING FORCE..SUCH AS REVERSE MARKETING. THE CONCEPT IS BUILT AROUND LONG TERM RELATIONSHIPS. JAPANESE DEVELOPED MANY OF THESE CONCEPTS AROUND THEIR KEIRETSU’S. SUPPLIERS LOCATE CLOSE TO CUSTOMERS OR A DEPOT NEARBY. THE VALUE OF A GOOD SUPPLIER EVERY SUPPLIER SWITCHING HAS A COST. A BETTER SUPPLIER GOES WELL BEYOND THE MINIMUM. WHEN YOU FIND A GOOD ONE KEEP IT AND GROW TOGETHER IN EFFECTIVENESS. REASONS FOR REVERSE MARKETING 1. HIGHER PROFITS 2. MARKET DEFICIENCIES 3.FUTURE CONSIDERATIONS 4. SOCIAL ,POLITICAL & GEOGRAPHICAL CONSIDERATIONS. 5. TECHNOLOGICAL CONCERNS.27 6. CONGRUENT WITH JIT & QUALITY CONTROLS