 |  Basic Marketing: A Global Managerial Approach, 10/e Stanley J. Shapiro
Kenneth B. Wong,
Queens School of Business
William D. Perreault,
University of North Carolina
E. Jerome McCarthy,
Michigan State University
The Buying Behaviour of Business and Organizational Customers
Chapter ObjectivesWhen you finish this chapter, you should:
| Know who the business and organizational customers are. |
| | | | See why multiple influence is common in business and organizational purchase decisions and understand how it affects the practice of marketing. |
| | | | Understand the problem-solving behaviour of organizational buyers. |
| | | | Know the basic methods used in organizational buying. |
| | | | Understand the different types of buyer–seller relationships and their benefits and limitations. |
| | | | Know how buying by service firms, retailers, wholesalers, and governments is similar to — and different from — buying by manufacturers. |
| | | | Understand the important new terms (shown in the margins). |
|
2002 McGraw-Hill Higher Education