Firms operating in the business market must respond not to a single consumer but to a much wider group of buying influentials, all of whom may bring different criteria to bear on the purchase decision.

Question

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In the business market, purchasing decisions are often made by a group of individuals, each with their own roles and criteria, rather than a single consumer, requiring firms to address a broader range of needs and preferences.

Firms Operating in the Business Market Must Respond Not to a Single