Johnson Controls,Inc

Multiple Choice

Johnson Controls,Inc.produces the seats for the Dodge Neon.Although Johnson initially was able to meet Dodge's cost target,it was not able to meet its safety,weight,and comfort specifications.Engineers from Dodge visited the Johnson plant and worked with its design people to create a seat that met all of the technical requirements at a cost that both could agree on.Johnson Controls and Dodge engaged in .

A) bottom- up marketing
B) top- down marketing
C) reciprocity
D) functionalization
E) reverse marketing