Foundations of Marketing 5th Edition by Ferrell,William Pride

Exercise 13

When developing a marketing strategy for business customers, it is essential to understand the process the business goes through when making a buying decision. Knowledge of business buying behavior is important when developing several aspects of the marketing plan. To assist you in relating the information in this chapter to the creation of a marketing plan for business customers, consider the following issues:
What are the primary concerns of business customers Could any of these concerns be addressed with strengths of your company