The MKT361 Business-To-Business Marketing module provides students with an understanding of the principles and practices of marketing in a business-to-business context. The module covers a range of topics including the nature of business markets, segmentation and targeting, customer relationships, key account management, and marketing communications. The module is delivered through a combination of lectures, tutorials, and practical workshops. assessment is through coursework only.

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In this section, we’ll give some quick tasks. They are as follows:

Assignment Task 1: Compare and contrast business-to-business marketing and business-to-consumer marketing.

Business-to-business (B2B) marketing is defined as the sale of goods or services from one company to another. In contrast, business-to-consumer (B2C) marketing is the sale of goods or services from a company to individual consumers.

There are a few key differences between B2B and B2C marketing.

• First, B2B transactions usually involve more complex products and higher price points than B2C transactions. As a result, the decision-making process is often more prolonged and delayed in B2B markets.
• Additionally, B2B buyers are usually more concerned with factors such as product quality and reliability, while B2C buyers are typically more price-sensitive.
• Finally, because B2B sales typically involve larger orders, they often require more customization than B2C sales.

Overall, these key differences between B2B and B2C marketing underscore the need for different approaches when marketing to businesses versus consumers.

Assignment Task 2: Examine the formal procedures of a purchasing operation; discuss the buying center and types of business buying situations.

The formal procedures of a purchasing operation can vary from organization to organization, but typically include some or all of the following steps:

1. Receiving a request for quotation (RFQ) from a department or individual
2. Soliciting bids from suppliers
3. Reviewing bids and selecting a supplier
4. Negotiating terms of the purchase agreement with the selected supplier
5. Placing the order with the supplier
6. Following up on delivery to ensure that it meets specifications
7. Checking invoices against purchase orders to ensure that they are correct
8. Paying suppliers according to the terms of the purchase agreement.

The buying center is the group of people within an organization who are responsible for making decisions about what products or services to purchase. The buying center typically includes individuals from different departments within the organization, such as marketing, finance, and operations.

There are three main types of business buying situations:

1. New Task Purchases, occur when an organization needs to buy a product or service that it has never purchased before.
2. Modified Rebuys, occur when an organization needs to purchase a product or service that it has purchased before, but with some modifications.
3. Straight Rebuy, occurs when an organization purchases the same product or service from the same supplier on a regular basis.

In each of these situations, the organization will go through some or all of the steps in the formal purchasing process. However, the specific steps taken and the amount of time and resources dedicated to each step will vary depending on the type of buying situation.

Assignment Task 3: Describe the macro-environmental factors and organizational factors that influence business buying.

There are many factors that can influence business buying decisions. On the macro-environmental level, factors such as economic conditions, legal and regulatory changes, and technological advancements can all play a role. Organizational factors such as company size and structure, industry sector, and purchasing power can also influence business buying. Additionally, individual factors such as buyer needs, perceived risks and benefits, and personal preferences can all impact the decision-making process.

By taking all of these factors into account, businesses can develop a better understanding of the motivations behind customer purchasing decisions.

Assignment Task 4: Discuss the segmentation process in business markets and apply the appropriate marketing strategies to any given business.

There are a number of ways to segment business markets. Some common methods include segmenting by company size, industry sector, or geographic location. Additionally, businesses can segment based on customer needs or purchasing power.

Once a market has been segmented, businesses can then develop marketing strategies that are tailored to the specific needs of that market. For example, a company selling office furniture may target small businesses with a direct mail campaign, while a company selling heavy machinery may target large businesses with a print advertorial campaign.

Assignment Task 5: Analyze the market, and examine its structure, revenue, and cost patterns as well as factors contributing to its success.

The market is a vibrant and important part of our economy. It provides a place for buyers and sellers to come together and exchange goods and services. The market is also a key driver of economic growth, providing the means for businesses to invest in new products and services.

Structure:

The market is made up of a number of different participants, including businesses, consumers, and the government.

Revenue and Cost Patterns:

The market is constantly changing, with new products and services being introduced and old ones being phased out. This results in a constant flux of revenue and costs for businesses operating in the market.

Factors Contributing to Its Success:

There are a number of factors that contribute to the success of the market. These include the presence of buyers and sellers, the availability of information, and the existence of competition.

Assignment Task 6: Appraise the marketing mix of products and services for business markets including product management, pricing strategies, distribution and supply chain management, and integrated marketing communication.

Product Management:

Product management is the process of creating, developing, and marketing products that meet the needs of customers. This includes identifying customer needs, researching and developing new products, pricing products, and managing product distribution.

Pricing Strategies:

Pricing strategies are used to determine the price of a product or service. There are a number of different pricing strategies that businesses can use, and the right strategy will depend on the product or service being offered. Some common pricing strategies include cost-plus pricing, competitive pricing, and value-based pricing.

Distribution and Supply Chain Management:

Distribution and supply chain management are responsible for getting products and services to customers. This includes managing the distribution channels, designing and managing the supply chain, and setting up logistics systems.

Integrated Marketing Communication:

Integrated marketing communication is a process that coordinates all of the different marketing activities that a business undertakes. This includes advertising, public relations, sales promotion, direct marketing, and more. The goal of IMC is to create a unified message that is consistent across all channels.

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