2. Building B2B Customer Insight
2.1 Reading: Kotler & Armstrong: Business Markets and Business Buyer Behavior
This excerpt from your introductory marketing course textbook defines Business to Business (B2B) markets, discusses how they are different from consumer markets, and identifies major factors affecting business buyer behavior.
Click here to access a copy of this article (requires UConn NetID)
Comprehension Questions
- Identify key ways in which B2B markets differ from B2C markets.
- Describe and compare the three major types of business buying situations
- Define the buying center and the types of roles people in organizations play in a buying center
- Describe and give examples of the four groups of influences on B2B buying decisions.
- What common assumption about business buyers turns out to be false?