The Organizational Buying Process
Organizational buying is the decision-making process by which formal organizations establish the need for purchased products and services and by which they identify, evaluate, and choose among alternative brands and suppliers.3
Understanding Business Markets
Business markets consist of all the organizations that acquire goods and services used in the production of products or services that are sold, rented, or supplied to others. Any firm that supplies components for products is in the business-to-business (B2B) marketplace. Some of the major industries making up the business market are aerospace; agriculture, forestry, and fisheries; chemical; computer; construction; defense; energy; mining; manufacturing; ...
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