Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

7. Business and
   Organizational Customers
   and Their Buying Behavior

Text © The McGraw−Hill

Companies, 2002

202 Chapter 7

Some purchasing managers are using this basic approach to locate hard-to-find,

off-the-shelf products that eliminate the need for custom-produced items. For

example, Allstates Rubber & Tools in the suburbs of Chicago is a small firm, but

it’s on the Internet. Allstates recently got a $1,000 order for rubber grommets (tiny

rings used to protect electric wires) from a company in Saudi Arabia. If the cus-

tomer had not been able to locate Allstates’ website on the Internet it probably

would have paid higher prices to have the grommets custom-produced—and All-

states would have missed the business.^18