Identify which single element you would choose for (c) An engine manufacturer

1. Channels of Communication

1.1. Person to person with high feedback

1.2. Business to business orientated

2. Short / Long Term

2.1. Sales can take large investment in time

2.2. Promotion is a long term investment

3. Creativity

3.1. Very facts orientated

3.2. Customer likely to produce a cost benefit analysis. Sales team need to be on hand to produce facts

4. Customer

4.1. Highly articulate in what they want

4.2. Requires large amount of feedback

4.2.1. Change in engine size to fit chassis

4.2.2. Small modifications to meet customer objectives (e.g. Emissions targets)

4.3. Small customer base

4.3.1. Large influence on sales if one customer is lost

4.4. Vehicle manufacturers

4.5. Customer is actually a group of people

4.6. Allows the product to be adjusted more easily to customers needs

4.7. Tailored to the customer

5. Geographic Area

5.1. Potential for large geographic area, but small groups within each area

6. Price

6.1. Building of sales force is expensive, but essential

7. Customer Loyalty

7.1. Requirement to foster high loyalty

7.1.1. Consequences of loosing customer has big influence on sales

8. Decision making process

8.1. Side by side comparisons with competitors