The nature of business-to-business markets requires _____________.

Question

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The nature of business markets requires a more personal relationship between buyer and seller. Every relationship takes on additional significance as the sales potential of each customer increases. A strong personal relationship is critical because business customers demand fast answers, good service, and, in general, want a close relationship with suppliers. As a result, companies selling in a B2B market invest more resources to foster and maintain personal contact with their customers than in a consumer market. In some cases, companies even invest in their suppliers to strengthen the relationship.

The Nature of Business-To-Business Markets Requires _____________