Johnson Controls,Inc.produces the seats for the Dodge Neon.Although Johnson initially was able to meet Dodge's cost target,it was not able to meet its safety,weight,and comfort specifications.Engineers from Dodge visited the Johnson plant and worked with its design people to create a seat that met all of the technical requirements at a cost that both could agree on.Johnson Controls and Dodge engaged in .

Question

Quizplus · Accepted Answer

Reverse marketing involves the buyer (in this case, Dodge) taking the initiative to work with the supplier (Johnson Controls) to develop a product that meets specific requirements.