BUOL 533 1
BUOL 533 – Marketing Management
Bridgett Pitts
University of Cumberlands
Week 3 Discussion 9/9/19
BUOL 533 2
Introduction
The discussion for week three will be on Chapter Four (Business, Government and
Institutional Buying) and Chapter Five (Market Segmentation). Chapter Four focuses on the
categories of organization buyers, the buying process and its stages and the different influences.
Chapter Five outlines a model of the six stages in the market segmentation process.
Chapter Four
There are many ways that organizational buyers can be classified. The main four are
producers, intermediators, government agencies and a category for other institutions. Producers
are businesses that buy goods and serviced to produce other goods and services to sell. These
range from many different industries. Intermediaries are known as resellers. They purchase
