It is more common for discussions and negotiations between buyers and sellers to take place over an extended period of time and to involve considerable marketing effort in:

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understand the major issues involved in marketing to business customers. It is common in business markets for discussions and negotiations between buyers and sellers to take place over an extended period of time and to involve considerable marketing effort. For example, when a bank contemplates installing new computer equipment across its branch network, it will spend considerable time in researching its future needs, the available and emerging technology before clarifying its technical expectations and available investment. The final purchase decision is likely to be arrived at by a group of senior managers or, quite commonly, by a committee, usually involving several departments.

It Is More Common for Discussions and Negotiations Between Buyers