Upon completion of this chapter, the student will be able to answer the following questions:

1. What is the scope of business markets in terms of customer types, market size, and trends?
2. How do the organizational and consumer buying behavior processes differ?
3. What are the stages in the business-to-business buying process, and what is the relevance of these stages to marketing decisions?
4. How is the business-to-business buying process influenced by the structure of an organization and the characteristics of its buyers or buying center/purchasing staff?
5. What are the primary types of purchasing decisions made by an organization, and what is the effect of each type on the buying and selling process?
6. How are purchase decisions influenced by factors related to the external environment, internal organization, and personal and product influences?
7. What is meant by the term relationship marketing, and how is it achieved?