Unlike consumer markets, where brand awareness occurs through extensive advertising, business-to-business companies are more likely to build brand image through _________.
A. Gatekeeper relationships
B. Logistics branding
C. Cold calling
D. Personal contacts in buyer-seller relationships
E. Advanced advantage
Answer: D - Unlike consumer markets, where brand awareness occurs through extensive advertising, business-to-business companies are more likely to build brand image through personal contacts in buyer-seller relationships. Personal contacts in business marketing occur through personnel with differing roles and decision-making capacities. Both buyer and seller in business marketing are concerned about their organization's goals and profitability. Additionally, economic and functional benefits are gained from business marketing relationships.