Module 4 - Business Markets and Purchasing Behavior
In the Spotlight
Figure 4.1 Business-to-business marketing is when one business sells products or provides ser...
4.1 The Business-to-Business (B2B) Market
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define the business-to...
4.2 Buyers and Buying Situations in a B2B Market
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the types of ...
4.3 Major Influences on B2B Buyer Behavior
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List and describe the ...
4.4 Stages in the B2B Buying Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain and describe t...
4.5 Ethical Issues in B2B Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss ethical issues...
Chapter Summary
In this chapter, we defined business-to-business (B2B) markets and buying behavior and explored t...
Key Terms
authority the right to give orders, supervise the work of others, and make certain decisions B2...
Applied Marketing Knowledge: Discussion Questions
1. Go to the Tesla corporate website. Which market(s)—consumer, business, institutional, resell...
Critical Thinking Exercises
1. Compose a paragraph of 250–500 words using all of the following terms as they relate t...
Building Your Personal Brand
Your personal brand is the skills and talents you bring to future employers or to your own busine...
What Do Marketers Do?
Utilize LinkedIn to find brand managers in your geographic area, and invite one or more to connec...
Closing Company Case
Corporate Medical Services Corporate Medical Services (CMS) was established in Tennessee o...
References
1. “RingCentral Case Study,” Medallia, accessed September 29, 2021, https://www.medallia.co...