Caterpillar Is the World's Largest Manufacturer of Medium Speed Engines

Multiple Choice

Caterpillar is the world's largest manufacturer of medium speed engines and high speed diesel engines. In 1990 the company decentralized its structure, reorganizing into three business units, each responsible for return on assets and customer satisfaction. The three business units are machines, engines, and insurance/ financing services to help customers around the world acquire and use Cat and related equipment. The machine unit is further divided into a division that has sole responsibility for negotiating all contracts with U.S. government agencies. The company has experienced continuous growth except during the worldwide recession in 1981-1983, which cost Caterpillar the equivalent of $1 million a day and forced it to dramatically reduce its number of employees.
-An emphasis on _____ is one way Caterpillar maintains its focus on customer satisfaction.

A) postsale service
B) buyer-seller synergy
C) transactional marketing
D) market aggregation
E) buyer-seller reciprocity