1. What key elements of the organizational market (the grocer) must the product's manufacturer plan for to market it successfully to the grocer? As you have learned, business-to-business marketing, or market- ing to organizational markets, is big business. A successful mar- keting plan-even one focused on products used by end-user consumers-must focus significant attention on getting those products into consumers' hands, usually through a retailer or some other source that involves a business-to-business market. As an example, pick a product you often buy in the grocery store.