Reverse marketing is:
A) a method consumers use to increase their influence, power, and rights when dealing with institutions.
B) the deliberate effort by organizational buyers to build relationships that shape suppliers' products, services, and capabilities to fit the buyer's needs and those of its customers.
C) a synonym for benchmarking.
D) an industrial buying practice in which organizations agree to purchase each other's products.
E) accurately defined by none of the above.
Answer: B