ABSTRACT
The business market has been defined to include organizations that buy products and services for use in the production of other products and services that are sold, rented or supplied to others. It also includes retailing and wholesaling firms that acquire goods for the purpose of reselling or renting to others (Kotler and Armstrong, 2001). But this definition is far too narrow for our purposes. The full B2B market includes customers who are institutions like hospitals and charities and all levels of government. This is especially true across the globe where quasi-government operations like the Mexican oil supplier Pemex may be the biggest customer in a country. The business market not only includes physical products but it includes services as well. In fact, as we will see, large institutions, governments and businesses buy virtually every type of product and service.
