ifferentiated marketing, means that you may differentiate some aspect of marketing (offering, promotion, price) for different groups of customers selected.

Users and influencers come into play here. In the case of our electronic book, the professor who teaches the online course, his teaching assistants, and the college’s information technology staff would try to describe the type of book best suited for the course. Should the book be posted on the Web as this book is? Should it be downloadable? Maybe it should be compatible with Amazon’s Kindle. Figure 4.6 shows the specifications developed for a janitorial-services purchase by the state of Kentucky.

. For one, the number of products sold in business markets dwarfs the number sold in consumer markets

there is the actual transaction,