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 demand ______________ 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

​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 demand ______________ 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

Quizplus · Accepted Answer

Business customers are typically very rational and analytical in their buying decisions. They want to ensure that the price they pay for a product or service is justified by the benefits they receive, and so they view price as the amount of investment necessary to obtain a desired level of return or savings. Additionally, business customers require detailed information about a product before making a purchase, as they need to be sure that the product will meet their specific needs and requirements. Therefore, the best choice is E: price and detailed information.

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

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