Copyright Goodheart-Willcox Co., Inc.
Section 10.2 Customers
199
Institutions are nonprofit organizations that
may be either public or private. A nonprofit
organization is an entity that exists to serve a
public purpose. These include schools, hospitals,
and museums. It also includes organizations,
such as United Way and the American Cancer
Society. Like government customers, institutions
also buy a wide variety of goods and services to
support their activities.
Ethics Ethics
Using Social Networking Media
Social networking media is commonly used by
organizations to reach customers and find new ones.
Because it is readily available and easy to use, those
who are writing communication for the organization
must be ethical when using websites, such as
Facebook or Twitter, for business purposes. Use
good judgment and represent the organization in a
professional manner.
Check Your Understanding
1. Identify three types of customers that a
business serves.
2. What are four influences that typically affect
consumer buying behavior?
3. What are the stages of the decision-making
process?
4. List the three influences that affect the
buying decisions of organizations.
5. What are the levels of buying decisions for
business purchases?
Build Your Vocabulary
As you progress through this course, develop a
personal glossary of key terms. This will help you
build your vocabulary and prepare you for a career.
Write a definition for each of the following terms and
add it to your personal glossary.
relationship selling
database marketing
customer relationship
management (CRM)
system
social influence
psychological influence
situational influence
personal influence
impulse buying decision
routine buying decision
limited buying decision
extensive buying decision
internal influence
external influence
situational influence
Section
10.2
Review