Mudambi (2002) Suggests That There Are Three Types, or Clusters

question 9

Multiple Choice

Mudambi (2002) suggests that there are three types, or clusters, of B2B customers based upon the way they each perceive the importance of branding in the organizational purchase decision process. This cluster requires messages that emphasize the support of a well-established and highly reputable manufacturer; the emotional and self-expressive benefits should be stressed. This cluster is termed as:____________

• A) brand receptive
• B) low-interest
• C) highly tangible
• D) early adopter

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Definitions:

Technology

The application of scientific knowledge for practical purposes, especially in industry and the development of innovations.

Shift

In economics, a change in the position of a demand or supply curve on a graph, indicating a change in the quantity demanded or supplied at every price.

Economic Growth

An increase in the production of goods and services over a specific period, often measured as the rate of increase in gross domestic product (GDP).

Shift

A change in the position of a demand or supply curve on a graph, indicating a change in the quantity demanded or supplied at any given price.