When a business wishes to sell its products to other organisations, rather than to the individuals at the end of the value chain who will consume the final product for their own satisfaction or utility, it faces a rather more complex marketing situation. This complexity is a result of the number of people often involved in the decision to purchase, the situation in which those people operate and the activities which, together, form the stages of the decision-making process. These processes are not entirely dissimilar to those followed by consumer purchasers, but tend to be characterised in different ways as a result of the contexts in which an organisation buys. For example, organisations have more formalised purchasing procedures as a consequence of the need to monitor and control purchasing activities, and they will often appraise a product in more technical terms because of the impact which a wrong purchase may have on the organisation’s operations.
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