MKT 2210 Lecture 8: Lecture 8
1 Aug 2018
School
Department
Course
Professor
Document Summary
Marketers idenify, analyze, and seek to saisfy their organizaional target markets. Understanding organizaional markets and buying behaviour is necessary for efecive business markeing. Business markeing: markeing to irms, governments, or non-proit organizaions. Business markeing is also called b2b (business-to-business) markeing. Organizaional buyers: manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale. Manufacturers buy raw materials and parts that they reprocess into the inished goods they sell, and wholesalers and retailers resell the goods they buy without processing them. Organizaional buyers include all buyers in a naion except ulimate consumers. This upgraded product may pass through several diferent organizaions (as it is bought and resold by diferent levels of manufacturers, distributors, wholesalers, and retailers) before it is purchased by the inal organizaional buyer or inal consumer. Total purchases of organizaional buyers in a year are greater than those of consumers. Organizaional buyers are divided into three diferent markets:
