Consider the product or service your current company offers. If you are not working, consider the product or service of a previous employer.

When developing a marketing strategy for business customers, it is essential to understand the process the business goes through when making a buying decision. Knowledge of business buying behavior is important when developing several aspects of the marketing plan. To assist you in relating the information in this chapter to the creation of a marketing plan for business customers, consider the following issues:

What are the primary concerns of business customers?

• Could any of these concerns be addressed with the strengths of your company?

1. Determine the type of business purchase your customer will likely be using when purchasing your product. How would this impact the level of information required by the business when moving through the buying decision process?