Multiple choice

Which of the following is not a characteristic that distinguishes organisational (B2B) markets from consumer markets?

  1. Organisational markets are more geographically concentrated.

  2. More people exert influence on the organisational buying decision.

  3. Organisational market tends to have a greater number of buyers.

  4. Organisations often engage in multiple sourcing and vendor analysis.
Reveal answer Fill a bubble to check yourself
C Correct answer
Explanation

Organizational markets have FEWER buyers than consumer markets, not more - this is one of the key distinguishing characteristics. A single B2B customer might order thousands of units while consumer markets sell one product to millions of individuals. The other options ARE true distinguishing characteristics: B2B markets are geographically concentrated (industrial clusters), involve more people in decisions (buying centers), and commonly use multiple sourcing strategies.

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