Chapter 2: Why and How People and Organizations Buy
Chapter Outline
2.0 Learning Outcomes
2.1 Buying 101
2.2 Maslow’s Hierarchy of Needs
2.3 Business-to-Business (B2B) Buying
2.4 How the Buying Process Works
2.5 Buying Process Meets FAB
2.6 Key Takeaways & Terms
2.7 Test Your Knowledge
2.8 Chapter References
