Question

Personal sales are relationship based, requiring the seller to tailor the process according to the buyer's personality and approach. B2B sales are often large and complex, which necessitates personalizing the marketing mix to the individual buyer. Pricing is negotiated between the buyer and seller, rather than being set and uniform across all customers. Communication about the product and pricing takes place mainly through informal or formal verbal presentations and discussions. Which of the following statements is true?

1) Personal sales are not relationship based.
2) B2B sales do not require personalizing the marketing mix.
3) Pricing is set and uniform across all customers.
4) Communication about the product and pricing takes place mainly through written documents.

Answer 1

The correct answer is that communication about the product and pricing in B2B sales primarily occurs through verbal presentations and discussions, reflecting the significance of personal relationships in the selling process.

Step-by-step explanation:

The correct statement from the provided options is that communication about the product and pricing in B2B sales takes place mainly through informal or formal verbal presentations and discussions. In contrast to this, written documents are indeed used in business communications, but the emphasis on personal relationships in personal sales and B2B transactions often necessitates direct verbal interactions. This means that sellers must understand the buyer's needs, customize the marketing mix accordingly and that pricing is often negotiated rather than uniform across all customers.

In B2B sales, relationship-building, understanding the buyer's personality, and customizing the marketing mix are crucial. Although written documents play a role in formalizing agreements, they are typically proceeded by substantial verbal communication.