Marketing in the Republic (part 6)

1st half: Benjamin Franklin (January 17, 1706 – April 17, 1790) was one of the Founding Fathers of the United States. A noted polymath, Franklin was a leading author and printer, political theorist, politician, postmaster, scientist, inventor, satirist, civic activist, statesman, and diplomat. As a scientist, he was a major figure in the American Enlightenment and the history of physics for his discoveries and theories regarding electricity. He invented the lightning rod, bifocals, the Franklin stove, a carriage odometer, and the glass 'armonica'. He formed both the first public lending library in America and the first fire department in Pennsylvania.

2nd half: 

In the following series of episodes, the key aspects of industrial buyer behavior are introduced. The different types of organizational markets, government, institutional, producer and reseller markets are outlined. The role of the organizational buying center is described and discussed. B2B (business-to-business) marketing is marketing of products to businesses or other organizations for use in production of goods, for use in general business operations (such as office supplies), or for resale to other consumers, such as a wholesaler selling to a retailer. The B-to-B buying process is described first with reference to early models of buyer behavior. This approach is critiqued and then contrasted with more recent views which stress the significance of flexibility, open communications and relationships. Finally B-to-B buyer behavior is compared with consumer buyer behavior.