MRKT 4555 Business-to-Business Marketing

3 semester hours

In the business market, the customers are organizations (e.g., businesses, governments, and institutions), and these customers represent a huge market opportunity. While we think of companies like Procter & Gamble, Sony, or Ford as sellers, they are also organizational buyers that annually purchase enormous quantities of raw materials and manufactured component parts; they purchase supplies and business services regularly to support operations, and they make large investments in building, equipment, and information technology. It’s important to know that building and maintaining a close relationship with an organizational buyer require careful attention to details, meeting promises, and swiftly responding to changing demands.

Prerequisite: MRKT 3510 .