Organizational Markets And Buying Behavior Essay - 978 Words

Organizational markets and buying behavior is essential for effective business-to-business marketing, so it is important to recognize the features of organizational buyers and their buying behavior. There are three different organizational markets and they consist of: industrial, reseller, and government. Industrial organizations in some way re-claim a product or service they purchase before selling it to the next buyer. Take Corning, Inc. for example; this organization converts different blends materials to create optical fiber, which is capable of carrying an abundant amount of the telephone traffic in the United States. Also, companies that sell physical goods such as: mining, timber, and fisheries, represent twenty-five percent of all of the industrial firms, as mentioned by authors Kerin and Hartley. Resellers, or wholesalers and retailers, buy physical products and resell them again without any reprocessing. According to the authors Kerin and Hartley, in the United States alone, â€Å"There are approximately 1.1 million retailers and 435,000 wholesalers.† In terms of organizational buyers, resellers take two things into consideration: (1) how they make their own buying decisions, and (2) which products do they choose to carry. Last but not least, the third market is Government Units. These units consist of the federal, state, and local levels; these units buy goods and services for the constituents they serve. An example would be The North American IndustryShow MoreRelatedHow Buyer Behavior Affects Marketing Activities in Different Buying Situations1000 Words   |  4 Pages2d. How buyer behavior affects marketing activities in different buying situations Consumer buying behavior is ‘the mental and emotional processes and the observable behavior of consumers during searching purchasing and post consumption of a product and service’ (Batra amp; Kazmi, 2004). 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