4. Business market have several characteristics that contrast sharply with those of consumer markets. 1. Fewer Buyers : Business marketer normally deals with far fewer buyers than the consumer marketer does. 2. Larger Buyers : A few large buyers do most of the purchasing in such industries as aircraft ,engineering & defense. 3. Close Supplier-Customer Relationship : B ecause of the smaller customer base & the importance & power of the larger customers, suppliers are frequently expected to customize their offering to individual needs. Sometimes buyer request sellers to change their practice & performance.

5. 1. Straight Rebuy: 2. Modified Rebuy: 3. New buy: Low involvement More involvement