CH 7. Organizational buying refers to the decision-making process by which formal organizations establish the need for purchased products and services,
Define the business market and explain how business markets differ from consumer markets Identify the major factors that influence business buyer.
7 Analyzing Business Markets 1. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 7-2 What is Organizational Buying? Organizational.
APPLIED MARKETING STRATEGIES Lecture 18 MGT 681. Marketing Ecology Part 2.
4-1 Chapter Overview 1. Categories of B-to-B buyers. 2. Business buying center. 3. B-to-B purchasing process. 4. Factors and issues in B-to-B communications.
