RELATIONSHIP-BASED APPROACHES OF INDIVIDUAL AND ORGANIZATIONAL BUYERS

Authors

  • Gheorghe MINCULETE Universitatea Nationala de Aparare - Carol I

Abstract

Abstract: The behavior of individual and organizational buyers has certain implications upon the specific marketing of a product or service. There are many differences between the marketing of the consumer and the marketing of industrial goods; however, resemblances between them should not be overlooked. In this respect, the projection of the marketing strategy of market extension, based on the discovery of a new product /service, or the improvement of the one already existing on the market, is performed in order to satisfy the expectations and aspirations of each potential segment of individual and organizational consumers. Their buying behavior has to be studied continuously, in order to be able to make timely corrections. The paper presents a few ways of approaching the buying behaviors mentioned above, taking into consideration their specific peculiarities of performance and evolution.

References

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Published

2015-03-19

How to Cite

MINCULETE, G. (2015). RELATIONSHIP-BASED APPROACHES OF INDIVIDUAL AND ORGANIZATIONAL BUYERS. BULLETIN OF "CAROL I" NATIONAL DEFENCE UNIVERSITY, 4(1). Retrieved from https://revista.unap.ro/index.php/bulletin/article/view/87-96

Issue

Vol. 4 No. 1 (2015)

Section

Articles

License

The published articles are subject to copyright law. All rights are reserved to the “Carol I” National Defense University, regardless of whether all or part of the material are considered, especially the rights to translation, reprinting, re-use of illustrations, quotations, broadcasting through the media, reproduction on microfilms or any other way and storage in data banks. Any replicas without the associated fees are authorized provided the source is acknowledged.