Ouch, a question which requires a bit of thinking and... reading all the answers before choosing e). Indeed, all the answers are correct.

12.    In promotion to business customers, personal selling is often the dominant promotion method, because

    a)    purchases are typically large and thus justify the effort.
    b)    buyers are more likely to have technical questions.
    c)    there are fewer business customers than final consumers.
    d)    the sales message may need to be adjusted to the needs of different people in the firm.
    e)    all of the above.