... organization, it is called organizational marketing, industrial marketing, and since the Internet boom of the late 1990s, B-to-B (business-to-business) marketing. ” - Russell S Winer 5-3 Organizational ... Key Learning Points The key differences between consumer and industrial marketing Market segmentation for marketing to organizations Understanding why organizational buyers make decisions ... making differ significantly from an individual’s decision-making process 5-4 Industrial vs Consumer Marketing Key Differences Between Industrial and Consumer Purchasing Behavior – Demand is derived...