The nature and size of organizational markets
Business marketing: is the marketing of goods and services to companies, governments, or
not-for-profit organizations for use in the creation of goods and services that they produce
and market to other business customers, as well as individuals and ultimate consumers. A
large percentage of canadian business school graduates take jobs in business marketing.
Organizational buyers. Organizational buyers are those manufacturers, retailers, and
government agencies that buy goods and services for their own use or for resale.
Organizational buyers are divided into three different markets: industrial firms, resellers,
and government markets.
A. Industrial markets
Industrial firms are organizational buyers that, in some way, reprocesses a good or
service it buys before selling it again to the next buyer. More industrial firms sell
services than products. There are thousands of industrial firms in canada.
B. Reseller markets
Resellers are wholesalers or retailers that buy physical products and sells them
again without any processing. In canada there are more than 200,000 retailers and
c. Government markets
Government units are th