How does the corporate B2B buying process differ from the B2C process? What steps are different in each.
Market Structure and Demand: businesses are more insensitive to price changes; small increase in consumer demand=large increase in business demand; demand derived from consumers-have to sell other businesses to sell their products sometimes (i.e. Gorilla Glass)
Nature of the Buying Unit: more decision participants
Types of Decisions/Decision Process: businesses spend more money so the process is longer and more complex; B2B more dependency between businesses
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Principles of Marketing
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