Principles of marketing/PMKT102/Assessing customer behaviour/B2B B2C
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B2B markets differ from B2C markets in a number of ways including:
- types of buyers,
- buying centers,
- stages of the buying process.
The chapter below discusses international B2B markets, e-commerce, and ethics in the B2B market. From this reading, you will learn what a buying center is and will be able to name the members of buying centers and describe their roles.
Pay special attention to the concepts of the decision making unit (DMU) and the purchase process.