The Way Business Buys
Behind all the product examples that we examined in Chapter 1, and, indeed, behind every product example that you and I might experience as individual purchasers, there are masses of other transactions during the process of converting a raw material into a finished product. This is the world in which industrial marketing takes place, and the world we will be examining in this chapter. We will be taking the point of view of the business buyer and looking at the kinds of product and service that he purchases and the needs they have to satisfy.
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