More Complicated a. Buying expensive, technical products takes more time and effort than shopping for consumer products. Most organizations use professional buyers who are trained to make purchases. Associations also establish objective standards to guide buyers in evaluating products. Unlike ultimate consumers, organizational buyers are expected to follow a set of formal procedures when they place orders. Since organizational markets have fewer customers, marketers are able to foster closer relationships with organizational buyers.
Many buyers prefer working with several suppliers, or multiple sourcing.
I. However, working with too many sources can be confusing and costly. Many buyers are forming global alliances with suppliers to assure world-class standards. D. Inside the Organizational Market 1. The organizational market covers all nonconsumers. Millions of organizations, large and small, make up this varied market.