MKT 320F Chapter Notes - Chapter 7: Gross Domestic Product, Ower, North American Industry Classification System
Document Summary
Chapter 7: business and organizational customers and their buying behavior. -many marketing managers aim at customers who are not final consumers. -more purchases are made by businesses and other organizations than by consumers. -firm can target final consumers and organizational customers but may need different marketing mix. -organizations make purchases to satisfy a need just like final consumers; that basic need is to satisfy their own customers and clients. -they buy goods and services that will help them meet the demand for the goods and services that they in turn supply to their markets. -organization focus on economic factors when making purchase decisions and less emotional in their buying. -they try to consider total cost of selecting supplier and its particular marketing mix, not just the initial price of the product. -dependability is important (whether it is delivery time or quality of product) -diferrences in buying behavior (even trivial differences) are important.
