Marketing: Creating Value for Customers.


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Chapter 7 Learning Objectives

After reading this chapter and the student study guide, you should be able to:

  1. Compare organizational and consumer markets.

  2. Identify the categories of organizational buyers.

  3. Discuss marketing issues related to the buying behavior of foreign organizations.

  4. Explain how demand, competition, and technology affect marketing to organizational buyers.

  5. Describe how organizational purchasing decisions are carried out.

  6. Discuss the nature of interactions between marketers and organizational buyers.

  7. Explain what buying centers are and how they affect the marketing efforts.





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