Buying Differences: Number of Buyers
While there are several million companies worldwide that operate in the overall business market, within a particular market the number is much smaller. For example, while in the United States there are over 95 million households who may shop at a grocery store, there are only a few thousand grocery stores with many of these centrally controlled as part of a chain of stores.
Additionally, within some industries buyers are highly concentrated in certain geographic areas. Consequently, compared to consumer products, marketing efforts are confined to a smaller targeted group.