Chapter 4 Objectives

1.  Know who the business and organizational customers are.

2.  See why multiple influence is common in business and organizational purchase decisions.

3.  Understand the problem-solving behavior of organizational buyers.

4.  Know the basic methods used in organizational buying.

5.  Understand the different types of buyer-seller relationships and their benefits and limitations.

6.  Know about the number and distribution of manufacturers and why they are an important customer
group.

 7.  Know how buying by service firms, retailers, wholesalers, and governments is similar to  —and
different from— buying by manufacturers.

8. Understand the important new terms.



                                    Different Types of Customers

                                           Buying Center

                                         Overlapping Needs

                                  Organizational Buying Processes

                               Basic Methods in Organizational Buying

                                     Buyer-Seller Relationships

                                   Types of Organizational Buyers

                                             Key Terms