Business buyers often buy

from intermediaries rather than directly from the manufacturer.

Some companies handle ________ buyers by setting a lower price but

establish restrictive conditions.

Derived demand refers to the fact that the demand for business goods is

ultimately derived from the demand for _____

Demand sets a ceiling on

the price the company can charge for its product while costs set the floor.

Psychological

risk refers to the threat posed by a product to the physical well-being of a

consumer

To create and capture value, sellers need to understand business

organizations' needs, resources, policies, and