Correct Response: B. Business-to-business (B2B) marketing involves the sale of one company's product or service to another company. B2B purchases are typically more goal directed than are consumer purchases. B2B purchases involves a great deal of research to define a product or service need and therefore B2B customers are more likely to make purchases based on actual wants and needs than are typical consumers. While a B2B marketing strategy may use a large-scale promotional campaign (A), this approach is much more common when marketing to consumers. While there are some specialized areas in B2B marketing, niche marketing is more targeted on the consumer markets (C). The B2B range of competitive products is not considerably wider than the consumer market (D).
