8.0 Learning Objectives

By the end of this chapter, you should be able to:

• Identify the ways in which business-to-business (B2B) markets differ from business-to-consumer (B2C) markets.
• Explain why business buying is acutely affected by the behaviour of consumers.
• Explain how the ethical dilemmas B2B marketers face differ from the ethical dilemmas B2C marketers face.
• Outline the measures companies take to encourage their employees and executives to act in ethical ways.
• Outline the stages in the B2B buying process.
• Explain the scorecard process of evaluating proposals.
• Describe the different types of B2B buying situations and how they affect sellers.