Organizational customers tend to be concentrated in certain locations due to the need to be near raw materials, labor, or customers. More Complex a. Organizational customers often require complex, technical products designed to play a particular role in helping the company and institution achieve its goals. Organizations expect products to be tailored to exacting technical standards. Service components , such as delivery and technical advice, of the total value package are important to organizational customers. 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.