Page 205 - Marketing Management

PART 3 Connecting with Customers

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Chapter 7 Analyzing Business Markets
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Chapter 8 Identifying Market Segments and Targets

7
Chapter

In This Chapter, We Will Address From its Redwood Shores headquarters,
Oracle introduces innovative marketing
the Following Questions programs to satisfy its many business-to-
business customers.
1. What is the business market, and how does it differ from the consumer
market?

2. What buying situations do organizational buyers face?

3. Who participates in the business-to-business buying process?
4. How do business buyers make their decisions?

5. How can companies build strong relationships with business
customers?

6. How do institutional buyers and government agencies do their buying?