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

question 22

Multiple Choice

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

---

Definitions:

Marginal Cost

The additional cost incurred by producing one more unit of a product, which can vary depending on the level of production.

Average Variable Cost

The variable cost of production divided by the quantity produced, showing the cost of producing each additional unit.

Average Total Cost

The total cost of production divided by the number of units produced, representing the per-unit cost of production for a firm.

Rising

An increase or upward trend in value, quantity, or importance.