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Answered: - Dear tutor, I have another for you, but this is PowerPoint

Dear tutor,

I have another for you, but this is PowerPoint. I will send you some files you need, which I got from the course. If you need anything else please let me know.

Regarding the speakers, please use a female voice. If you cannot find a girl to record, please let me know. This document, you still need to follow APA.

Please kindly help me to make the power point with some good colours :)

Applying Business-to-Business Marketing Concepts

For this, you will compile a PowerPoint presentation discussing topics learned in this course. This shouldminimally include the following concepts:

1. Differentiate between B2B and B2C marketing including an analysis of several strategic marketing B2B models.

2. Examine the importance of CRM within the B2B organization.

3. Discuss the organizational buying complexities of a B2B sales cycle.

4. Analyze how a B2B marketer might use each of the elements of the marketing mix to effectively market theirproducts.

5. Explain the importance of e-commerce within the B2B organization.

6. Explain how global competition will impact B2B marketing.

7. Describe how B2B marketing ethics might be different than B2C marketing ethics.

Download the PDF file, ?Adding Audio to PowerPoint,? for instructions on how to complete the process. Your PowerPoint length should be 10-12 slides, not including the title slide and a reference slide. Use of speaker notes is required as well. All sources used, including the textbook, must be referenced; paraphrased and quoted material musthave accompanying citations. All references and citations used must be in APA style.Information about accessing the Blackboard Grading Rubric for this assignment is provided below.




An Introduction to Business-toBusiness Marketing



Course Learning Outcomes for Unit I


Upon completion of this unit, students should be able to:


1. Differentiate between business-to-business (B2B) and business-to-consumer (B2C) marketing.


1.1 Compare strategic operations for business-to-business and business-to-consumer models.


1.2 Summarize how the business-to-business company operates.


2. Analyze several strategic marketing B2B models.


2.1 Analyze a real-life B2B company with respect to their strategic marketing techniques.


3. Examine the importance of developing relationships with customers, suppliers, and buyers within the


B2B model.


3.1 Describe why the development of strong relationships is particularly important in the B2B world.



Reading Assignment


Chapter 1:


A Business Marketing Perspective


Chapter 2:


Organizational Buying Behavior



Unit Lesson


Business-to-business (B2B) marketing and business-to-consumer (B2C) marketing are within two


considerably different environments. B2B suggests that a business is selling to another business, where B2C


suggests that a business is selling directly to the consumer. Under the B2B model, the business could be


selling to other businesses as well as government bodies, non-profit agencies, manufacturers, distributors,


wholesalers, or other institutions such as hospitals. While the customer in the B2B setting is very different


than that in the B2C setting, the ultimate goal in both scenarios is to understand customers and their value


proposition with an ultimate goal of satisfying their needs. Hutt and Speh (2013) discuss how this can be


achieved through the points of parity and the points of difference. With respect to the points of parity, the


value of the offering is basically the same as the competition. With respect to the points of difference, the


value of the offering is different than the competitor, with the goal to be better than the competition (Hutt &


Speh, 2013). Differentiating oneself from the competitors in a positive sense will ultimately lead to a


competitive advantage.


One of the main differences between B2B and B2C is the simple fact that while developing relationships with


your customers and suppliers is always important, the relationships within the B2B world are absolutely dire.


The relationship might be considered somewhat of a partnership that thrives on the sharing of objectives,


mission, vision and strategies, and building a team atmosphere towards the profitability of both businesses.


The typical B2B purchase tends to be of much larger volumes than the B2C, thus placing a greater stake on


the overall purchase. This also could be looked at as a greater risk for the purchasing organization. Because


of this, the B2B purchase tends to involve multiple decision makers within the organization. Generally


speaking, these characteristics offer opportunities as well as challenges for the marketing manager within an




Organizational buying behavior should be considered a process vs. an isolated event. Figure 2.1, on page 17


of your textbook (Hutt & Speh, 2013), provides a nice overview of the eight steps in the process, beginning


with problem recognition and ending with the selection of order and the performance review. There are three



MBA 5871, Business-to-Business Marketing






basic types of business purchasing situations that will determine the specific strategy STUDY GUIDE


UNIT x that might be utilized.


These purchasing situations are described below:








New task: In this buying scenario, the problem and product/service to be purchased is completely


different from previous purchases. As expected, a significant amount of information and time are


invested in analyzing the alternatives.


Straight re-buy: In this buying scenario, the problem and product/service to be purchased is exactly


the same as what has been purchased earlier. Little information is required.


Modified re-buy: In this buying scenario, the product/service to be purchased is similar but has some


modifications such as color, style, or quality modifications, to name a few. This involves limited


problem-solving but does require some additional information.



The external environmental concerns are a significant consideration within both the B2B as well as B2C


world. Borrowing from the management discipline, the PEST Analysis provides a solid tool in assisting with


this understanding.


The crux of this tool is that a marketer needs to analyze how changes in the political, economic, socio-cultural


and technological environment will affect their company. The below chart provides details on each of these


four segments.


Area of


















As laws and the political environment change,


the impact is felt by most companies. Food


companies are particularly impacted by


changes in the FDA regulations. Changes in


political leaders could change how the


government functions. Additionally, tax


legislation is impacted by the political leaders.


Changes in the state of the economy will


impact many companies. For instance, in 2008


when the economy took a dive, the automobile


and housing industries suffered.


As the structure of our society changes, their


needs will change as well. Even within the B2B


structure, the ultimate consumer affects the


B2B purchasing. An example of socio-cultural


impact is as the Hispanic and Asian


populations continue to grow in the United


States, overall needs will change as well.


Advancements in technology have impacted


EVERY business in a multitude of ways. The


degree of impact that these technological


advancements have on an individual


businesses will vary.



Once there is a good understanding of the external environment, the buying center needs to be analyzed.


This involves looking at the multiple decision-makers involved with the purchase. Beginning with the


gatekeeper, this individual basically controls the information that will be viewed by the other decision makers.


The influencers tend to be the technical individuals that will provide specs and other technical information


necessary to make an informed decision. The deciders are the individuals that are empowered to actually


make the decisions. Finally, the buyer is the individual that does not have formal authority to make the


decisions but tends to handle the administrative work involved with the buying decision. All members of the


B2B buying decision making process play an important role in the overall buying process within the


organization. Having these multiple decision makers usually provides a challenge to sellers but it generally


increases the preciseness of the buying decisions within the B2B environment.



MBA 5871, Business-to-Business Marketing















Hutt, M. D., & Speh, T. W. (2013). Business marketing management: B2B (11th ed.). Mason, OH: SouthWestern.



Suggested Reading


In this video you will learn the basics of B2C and B2B advertising.


Zobel, T. (2012, December 17). B2C vs. B2B: The basics [Video File]. Retrieved from


In order to access the resources below, you must first log into the myCSU Student Portal and access the


ABI/INFORM Complete database within the CSU Online Library.


This article talks about the importance of making marketing more personal for the average consumer.


Maddox, K. (2015). B to B marketing must be more human. Advertising age, 86(1).


This article explains the importance of moving on from the traditional sales funnel.


Tesseras, L. (2014, October 14). Salesforce: B2B marketers need to forget the traditional sales funnel.


Marketing Week.



MBA 5871, Business-to-Business Marketing







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