6
Business Markets and Business Buyer Behavior
OBJECTIVES OUTLINE
- OBJECTIVE 6-1 Define the business market and explain how business markets differ from consumer markets.
- OBJECTIVE 6-2 Identify the major factors that influence business buyer behavior.
- OBJECTIVE 6-3 List and define the steps in the business buying decision process.
- OBJECTIVE 6-4 Discuss how online, mobile, and social media have changed business-to-business marketing.
- OBJECTIVE 6-5 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions.
CHAPTER PREVIEW
In the previous chapter, you studied final consumer buying behavior and factors that influence it. In this chapter, we’ll do the same for business customers ...
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