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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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