Leo just moved from a job where he dealt with the consumer market to working as a salesperson in the B2B market. As he considers his new responsibilities, it's likely that Leo will Multiple Choice discover that decision making in the B2B market requires salespeople to be little more than order takers. find that B2B buyers tend to purchase more on impulse than consumer buyers. find little difference between buyers in the consumer market and those in the business-to-business market. learn that industrial buyers generally require more personal service than buyers in the consumer market.
Added by Anna R.
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Step 1: Leo will likely notice that decision making in the B2B market requires salespeople to have a deeper understanding of the buyer's business needs, processes, and long-term goals. Show more…
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Marketers must know as much as possible about the markets they wish to serve. There are two major markets in business, the consumer market and the business market. Because businesses can't fill the needs of every group, they must decide what groups to serve, and then develop products and services tailored to meet their needs. The consumer market consists of individuals buying goods for personal consumption. The business-to-business market (B2B) is comprised of individuals and organizations buying goods and services for use in conducting their business. The buyer's reason for buying, or in other words, the end use of the product, determines whether a product is a consumer good or a B2B good. The consumer market can be segmented in many ways since consumer groups differ greatly by age, education, income, and taste, and many other ways.
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