Question

Pham, after years working with the consumer market, has just been transferred into a new job dealing with buyers in the B2B market. List the correctly identifies a key difference Pham will likely notice between consumer markets and B2B markets?

Answer 1

Answer: Buyers in the business - to - business markets are more rational than buyers in the consumer markets.

Explanation: Business - to - business (B2B) is sales made between businesses, from one business to another, instead of sales made to customers like in a business - to - consumer market. B2B markets are more rational because of a number of factors that push them to make more risk averse decisions. This is because these decisions affect businesses overall, instead of individuals at large. B2B markets need to make more sound and thought out decisions because they have a greater duty and responsibility to their business and its operations. This forces B2B markets to be more rational in their thinking than consumers.