When marketing to business customers, marketers have to understand the key characteristics of the business customer, and alter their marketing mix accordingly. For example, a business customer views _________ as the amount of investment necessary to obtain a desired level of return or savings. Moreover, the business customer demands ______________ before buying to be sure their needs are being met with the product.
A) price; good service
B) product; price discounts
C) place; product samples
D) distribution; product guarantees
E) price; detailed information

Question

Quizplus · Accepted Answer

Business customers view price as the amount of investment necessary to obtain a desired level of return or savings. They also demand detailed information before buying to be sure their needs are being met with the product. Therefore, the best choice is E, price and detailed information.

When Marketing to Business Customers, Marketers Have to Understand the Key