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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.

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Samples of Marketing Tutorials

Examples of Research in Marketing
As noted, marketing research is undertaken to support a wide variety of marketing decisions. The table below presents a small sampling of the research undertaken by marketing decision area. Many of the issues listed under Types of Research are discussed in greater detail in other parts of the Principles of Marketing Tutorials.

Marketing Dec…

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