Organizational Marketing and Buying Behavior
Objective 11-6 Discuss the four categories of organizational markets and the characteristics of B2B buying behavior.
In the consumer market, buying and selling transactions are visible to the public. Equally important, though far less visible, are organizational (or commercial) markets. Marketing to organizations that buy goods and services used in creating and delivering consumer products or public services involves various kinds of markets and buying behaviors different from those in consumer markets.
Business Marketing
Business marketing involves organizational or commercial markets that fall into four B2B categories: (1) services companies, (2) industrial, (3) reseller, and (4) government and ...
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