Principles of marketing/PMKT102/Assessing customer behaviour/B2B B2C

Business-to-business (B2B) markets differ from business-to-consumer (B2C) markets in a number of ways including:
 * types of buyers,
 * buying centres,
 * stages of the buying process.

The chapter below discusses international B2B markets, e-commerce, and ethics in the B2B market. From this reading, you will learn what a buying center is and will be able to name the members of buying centers and describe their roles. Pay special attention to the concepts of the decision making unit (DMU) and the purchase process.