1. Honda of America relies on 400 suppliers in North America to provide more than 60 percent of the parts and materials for the Accord. What strategies could a business marketer follow in becoming a new supplier to Honda? What criteria would Honda consider in evaluating suppliers?

1. Thecriteria that Honda would consider in evaluating its suppliers depends on whether the suppliers are selling custom-made materials and parts or standardized materials and parts. Personal selling and customer relationship management activities would play an important role in the marketing strategy of a firm that intends to sell custom-made parts to Honda. The value proposition strategy of the firm would center on providing a product that advances the competitive position of Honda Accord in the market. The business marketer must also demonstrate strong supply chain capabilities to Honda. Standardized parts are typically purchased in larger quantities on a contractual basis, and their marketing strategy would center on providing Honda with supporting services, a competitive price, and reliable delivery. Frequently, industrial distributors are used to provide responsive delivery services to smaller businesses. For manufactured materials and parts, the marketer's challenge is to locate and accurately defineHonda'sunique needs for manufacturing Accord, uncover its key buying influentials, and create solutions to serve Honda's needs profitably.