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1 INTRODUCTION 1
This study examined the concept of businessto business marketing. The concepts of businessto business marketing are identified and explained in this study, and the application of these concepts is illustrated through a consideration of business tobusiness marketing in the general field of building construction with a more specific focus on commercial building construction.
Defining BusinesstoBusiness Marketing 1
Defining Building Construction and Commercial Building Construction 2
2 BUSINESSTOBUSINESS MARKETING CONCEPTS 4
Businesstobusiness marketing concepts are described and explained in this chapter. These concepts are described and explained in discussions related to the marketing environment for businesstobusiness marketing organizations, market planning analysis for businesstobusiness marketing organizations, buyer behavior, the demand characteristics of markets, and developing a businesstobusiness marketing strategy.
The Marketing Environment 4
Economic factors 4
Governmental and legal factors 5
Market and competitive factors 6
Supplier and technological factors 6
Geographic factors 7
Social and other factors 7
Market Planning Analysis 8
Buyer Behavior 13...