Professional Documents
Culture Documents
4eographically
concentrated
5elatively fewer
buyers
Channels
0horter, more
direct.
Consumer
4eographically
dispersed.
!ass markets,
many buyers
Channels
#ndirect, multiple
relationships.
"roducts
Can be
technically
complex.
0ervice, delivery
and availability
very important.
"urchased for
other than
personal use.
0tandardized.
0ervice,
delivery and
availability only
somewhat
important.
"urchased for
personal use.
Buyer Behavior
"rofessionally
trained purchasing
personnel
2unctional
involvement at
many levels.
Promotion
3mphasis on
personal selling.
Price
Competitive
bidding or result of
complex purchase
process.
#ndividual
purchasing.
2amily involvement
efect.
Promotion
3mphasis on
marketing.
Price
"redetermined
price
Buyer 0eller 5elationships
Technical
expertise an asset
#nterpersonal
relationships
between buyers
and sellers.
0ignicant info
exchanged
between
participants on
personal level
6ess technical
expertise
7onperson
relationships.
6ittle info
exchanged b8w
participants on
personal level.
Changing short
term relationship.
0hort term
relationships
encourage
switching.
!arketing Concept
To be successful the rm should
be9
!arket sensitive