RELATIONSHIP-BASED APPROACHES OF INDIVIDUAL AND ORGANIZATIONAL BUYERS
AbstractAbstract: 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.
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