The organizational market consists of businesses, government agencies, and institutions that buy products to be used in their operations or for resale. Some marketers focus only on organizational customers. However, by using marketing strategies keyed to the needs of each customer group, a marketer can serve both organizations and customers. Customers in this market think of marketers as suppliers or vendors.
Organizational marketing means reaching out to fewer, but larger customers.
Organizational customers often have needs that are more complex. B. Organizations are Customers, Too 1. Building profitable long-term relationships with organizations demands the same dedication to customer satisfaction as building relationships with consumers. The goal is to nurture a lasting relationship that benefits both the marketer and its organizational customers. The longer a customer remains with a marketer, the higher the potential for profits.