Kraft FoodsKraft Foods, the second largest food retailer in the world, recently reorganized its sales force, cut prices on key products, divested itself of lower-margin brands, and closed plants. While Kraft distributes its products through a myriad of resellers, Wal-Mart--the largest retailer in the world--is its biggest customer. Consequently, Kraft Foods, along with several other manufacturers, has a sales office located in Bentonville, Arkansas, which is where Wal-Mart's headquarters is located. The sales team in this office deals directly with Wal-Mart instead of other types of resellers like wholesalers. One might not see it as selling, however, because the sales force sells advice, assistance, and counsel to Wal-Mart and focuses on improving Wal-Mart's bottom line. Kraft
also sells products to thousands of other resellers, and their approach varies depending upon the customer.Refer to Kraft Foods. Which type of selling does this Kraft perform with Wal-Mart?
A. traditional personal selling
B. relationship or consultative selling
C. customer selling
D. interactive selling
E. focused selling
Answer: B
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