While Key Accounts Possess Buying Power, They Are Also Very

question 34

Essay

While key accounts possess buying power, they are also very demanding customers that are often more costly to serve. If the business marketing firm can have close and important relationships with a rather small set of customers and if these relationships each require a large investment, key accounts must be chosen wisely. Describe the process, along with the specific criteria that the business marketing strategist should use, in selecting the right key accounts.