CLEP Principles of Marketing Exam Prep

Category - Business Operations

Which of the following is one difference between business-to-business marketing and direct marketing to consumers?
  1. Business-to-business marketing plans rely more heavily on large-scale promotional campaigns for individual products.
  2. Business customers are more likely to make their buying decisions based on actual, rather than perceived, wants and needs.
  3. Business-to-business marketing plans rely more heavily on niche and other types of differentiated marketing strategies.
  4. Business customers are likely to have a considerably wider range of competing products from which to choose.
Explanation
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).
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