BUSI 2201U Chapter 6: Chapter-6-Organizational-Marker-and-Behavioral-Buyers
Document Summary
Business marketing - the marketing of goods and services to companies, governments, and not- for-profit organizations for use in the creation of goods and services that they can produce and market to others. Organizational buyers -those manufacturers, retailers, and government agencies that buy goods and services for their own use or for resale. Organizational buyers are divided into three markets: (1) industrial, (2) reseller, and (3) government markets. Industrial firms -organizational buyers that, in some way, reprocess a good or service they buy before selling it again to the next buyer. Examples: steel mill that converts iron ore into steel. Reseller - wholesalers and retailers that buy physical products and sell them again without any reprocessing. Government unit - the federal, provincial, and local agencies that buy goods and services for the constituents they serve. Measuring domestic and global industrial, reseller, and government markets.
