Explain the difference between ABC's concrete customers and its gold customers.

• A. Concrete customers are likely construction-related buyers; gold customers are jewelry makers seeking precious metals.
• B. Concrete customers are jewelry makers; gold customers are construction buyers.
• C. Concrete customers are distributors; gold customers are end-consumers.
• D. Concrete customers are government agencies; gold customers are retailers.

Answer: (A)

The idea being tested is matching each product to the type of customer it’s typically bought by based on end use. Concrete is a construction material, so its primary buyers are construction-related customers—contractors, builders, and developers who order in bulk for projects. Gold is a precious metal used by jewelry makers (and sometimes for certain manufacturing uses), so its main customers are jewelry manufacturers seeking high-purity gold. This pairing makes sense because each product’s end use drives who buys it and how it’s sold. The other options mix up these associations in ways that don’t fit how the products are usually used.