chapter 5 - Department of Marketing Decision Sciences Part...

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Part 2 – Identifying and Selecting Markets Business Markets and Buying Behavior
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Nature and Scope of the Business Market Nature and Scope of the Business Market - To make other goods and services - To resell to other business users or to consumers - To conduct the organization’s operations The business market consists of all individuals and organizations that buy goods and services for one or more of the following purposes:
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Nature and Scope of the Business Market Nature and Scope of the Business Market - Any good or service purchased for a reason other than personal or household consumption is part of the business market . - Each buyer within this market is termed a business user . - The activity of marketing goods and services to business users, rather than to ultimate users, is business marketing . - A firm performing the activity is a business marketer . - The distinction of whether a good or service is a consumer or business product depends on the reason it is purchased, not on the item itself!
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Components of the Business Market Components of the Business Market - The Agriculture Market - The Reseller Market - The Government Market - The Services Market - The “Nonbusiness” Business Market - The International Market
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Characteristics of Business Market Demand Characteristics of Business Market Demand 1. Buyers are well informed Typically, business buyers are better informed about what they are buying than ultimate consumers. 1.
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This note was uploaded on 09/08/2010 for the course BUS 130 at San Jose State.

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chapter 5 - Department of Marketing Decision Sciences Part...

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