Characteristics of Business and Organizational Buying Different Types of Customers. As Exhibit 7-1 illustrates, businesses and organizations are in turn different from each other. Marketers need to keep these differences in mind when developing their own marketing mix. Buying for a Basic Purpose. Purchasing Needs are Economic.
Organizational buyers are usually less emotional in their buying behavior than are final consumers.
Small Differences are Important. Every organization has a unique identity and the differences between organizations are important. Salespeople in companies that are successful at marketing to organizations are often trained to detect and authorized to act on subtle company differences when making on-site visits. Differences between standards across national boundaries may be an issue. ISO 9000 is a way for a supplier to document its quality procedures according to internationally recognized standards.