In business-to-business (B2B)market purchases, purchasing agents often weigh the benefits and the costs in a more systematic fashion than buyers in consumer markets; therefore, sellers don't have to pitch their products at such a sophisticated level as is done in competitive consumer markets.

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In B2B markets, sellers often need to pitch their products at a sophisticated level because purchasing agents conduct thorough evaluations and require detailed information to make informed decisions.

In Business-To-Business (B2B)market Purchases, Purchasing Agents Often Weigh the Benefits