Business marketing refers to the sale of products or services from one organization to another for resale or business use, unlike consumer marketing which is sales directly to end users. Business markets differ from consumer markets in several ways: they typically have fewer but larger buyers, require close relationships between suppliers and customers, involve professional purchasing agents following specific policies, need multiple people within an organization to influence buying, may require many sales calls to close deals especially for capital equipment, have demand that depends on downstream consumer demand, have inelastic demand that is not greatly affected by price changes, and can experience more volatile fluctuating demand compared to consumer markets.