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Section 2

Business Customers

Book Version 3
By Boundless
Boundless Marketing
Marketing
by Boundless
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7 concepts
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Characteristics of Business-Customer Interactions

B2B customer interactions are influenced by what are typically long and complex buying processes and tend to be more relationship-based.

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Customer Concerns

B2B companies typically implement client services or customer care processes to address customer concerns and enhance customer satisfaction.

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Purchase Behavior

Business customers - as compared to consumers - tend to be more rational, are more concerned with quality, and look to make lasting relationships.

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Purchase Influences

Purchase influences of B2B customers differ from those of the consumer market due to the high time and cost investments of B2B transactions.

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Negotiating

B2B buyers and sellers use negotiating tactics to agree upon terms and pricing that benefit both the customer and the seller.

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Leasing

In B2B transactions, leasing serves as an alternative financing method for customers looking to use high-priced products and services.

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Promotional Methods

B2B marketers use industry or trade publications, trade shows, private events, and social media to generate awareness about their products and services.

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