Hideki Has Just Been Transferred from a Position in His

Multiple Choice

Hideki has just been transferred from a position in his firm where he dealt with the consumer market to a new job dealing with buyers in the B2B market. Which of the following correctly identifies a key difference Hideki is likely to observe between consumer markets and business-to-business markets?

A) Businesses focus on developing wants and needs in consumer markets, while firms work to satisfy the existing needs of the B2B market.
B) Relationship marketing tends to be much more important in consumer markets than in the business-to-business markets.
C) Buyers in the business-to-business markets tend to be more rational than buyers in consumer markets.
D) Business-to-business markets make greater use of marketing intermediaries such as wholesalers and retailers than do consumer markets.