Successful students will typically have a knowledge and understanding of:
The dimensions and scope of business and institutional marketing and the differences from consumer marketing;
The role of relationship management and interactive networks in operational business to business marketing;
The relevance of relationship management concepts and tools in operational business to business marketing;
The issues arising from the application of ‘traditional’ marketing concepts, such as brand management, to business to business markets.
Skills and Attributes tested in this assignment:
Successful students will typically be able to:
Analyse the business and institutional marketing environment using a range of tools and models;
Develop compelling business marketing plans;
Write convincing business proposals;
Critically analyse business and institutional strategies and concepts.
Future challenges for Business to Business (B2B) marketers
Zimmermann and Blythe (2017) identified three key trends in thinking about business to business marketing, and to consider some of the possibilities implicit in current developments. These are:
- globalisation vs anti-globalisation,
- rapidly changing technology, and
- increasing visibility.
Imagine that you have just joined a B2B company’s Decision Making Unit (DMU) and you have been given the task to critically review how the company’s buying process (refer to Gartner, 2021) can be impacted by the current marketing environment and make recommendations
Business application and integration of literature
Clarity and explanation of the identified issues. Demonstrate viewpoints by integrating appropriate theory, framework. Avoid being descriptive, focus on interpretation and relevance
Critical evaluation and analysis
Demonstrate level of critique by supporting or contradicting views and linking points between sections and support analysis with relevant business examples
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