Q: Give a descriptive overview of organizational buying behavior?
Ans: Selling strategies that objective the organisational customer and use the concept of the buying centre buying situations as well as the buying stages will result in unique strategies for different customer groups therefore making business-to-business marketing more effective. B-2-B (Business-to-business) marketing is an area which is gaining an identity of its own in the Indian context. Marketers are able to benefit from the conceptual aspects associated with organisational buying behaviour. This article attempts to discover some dimensions associated with business-to-business marketing situations.