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Applied Marketing Knowledge: Discussion Questions
1. What sort of purchasing behavior do you, as a student, exhibit? Do you stop by a convenience store and buy a soda on the way to class? This is convenience shopping behavior, and the business is located, conveniently, in your daily pathway. Do you sometime...
4.5 Ethical Issues in B2B Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss ethical issues pertaining to B2B marketing. 2 Explain the Foreign Corrupt Practices Act. 3 Provide an example of a company that displays ethics in B2B marketing. Busine...
Closing Company Case
Corporate Medical Services Corporate Medical Services (CMS) was established in Tennessee on October 1, 1995, with one person, one computer, and one client.28 The company was started with the goal of providing Department of Transportation (DOT) customers...
What Do Marketers Do?
Utilize LinkedIn to find brand managers in your geographic area, and invite one or more to connect with you. It’s best to go beyond the suggested LinkedIn request message and be more inviting and clearer on why you are reaching out to them. Once linked, “inter...
Building Your Personal Brand
Your personal brand is the skills and talents you bring to future employers or to your own business. Think about how businesses market to other businesses. How can you adopt some of those same marketing techniques and develop a plan to market yourself for an i...
Critical Thinking Exercises
1. Compose a paragraph of 250–500 words using all of the following terms as they relate to B2B. The goal is to prove you understand the meaning of each term. Terms: business markets institutions business culture competitors internal fac...
Applied Marketing Knowledge: Discussion Questions
1. Go to the Tesla corporate website. Which market(s)—consumer, business, institutional, resellers, producers/suppliers—does Tesla serve? Why did Tesla decide to serve these markets? When reading Tesla’s 2021 Impact Report, what main goal does the company sa...
Key Terms
authority the right to give orders, supervise the work of others, and make certain decisions B2B buying process encompasses 8 stages: problem recognition, need description, product specification, supplier search, proposal selection, supplier selection, orde...
Chapter Summary
In this chapter, we defined business-to-business (B2B) markets and buying behavior and explored the differences between business-to-consumer (B2C) and B2B markets. We discussed the types of buyers in B2B transactions—producers, resellers, governments, and inst...
4.4 Stages in the B2B Buying Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain and describe the stages in the B2B buying process. The B2B Buying Process The B2B buying process—the journey B2B buyers and the buying center take to complete a purchase...
Critical Thinking Exercises
1. Research has shown that consumers’ buying behavior changes over time, reflecting their age or stage of the family life cycle. Visit Salesfloor.com and read the summaries this site offers on age-based shopping habits. Do you agree with research finding...
4.3 Major Influences on B2B Buyer Behavior
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List and describe the external influences on B2B buyer behavior. 2 Explain the internal factors that influence B2B buyer behavior. 3 Examine the individual factors that impact B2B buy...
4.2 Buyers and Buying Situations in a B2B Market
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the types of buyers involved in the B2B market. 2 Describe the types of buying situations that exist in the B2B market. 3 List and describe the parties who participate in the...
4.1 The Business-to-Business (B2B) Market
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define the business-to-business (B2B) market. 2 Distinguish characteristics of the B2B market versus the business-to-consumer (B2C) market. Business-to-business (B2B) is a marketi...
In the Spotlight
Figure 4.1 Business-to-business marketing is when one business sells products or provides services to another business, which involves building strong working relationships. (credit: “CC-BY-Mapbox-Uncharted-ERG_Mapbox-c086” by Mapbox Uncharted ERG/flickr, ...
References
1. Daniel Campos, “Committing to the Core: How McDonald’s Innovated to Survive (and Thrive) During the COVID-19 Pandemic,” Digital Innovation and Transformation (February 10, 2021), accessed August 04, 2021, https://digital.hbs.edu/platform-digit/submiss...
Closing Company Case
Wired Coffee Bar Figure 3.15 Recognizing an opportunity to open a coffee shop in a small community where none existed, Wired Coffee Bar was launched. (credit: reproduced with permission of Wired Coffee Bar) During high school and college, Lisa worked...
What Do Marketers Do?
Have you ever wondered where analysts gather consumer behavior data and how they make sense of it? One way to find out is to ask someone who currently does this job. Using LinkedIn, conduct a search for data analysts in your geographic area and invite one or m...
Building Your Personal Brand
Knowing yourself well is essential to helping you identify your personal brand. How would you characterize your personal brand right now? Is it what you want it to be? There are numerous free tools to help you gain self-awareness. The Careers in Marketing sec...
References
1. “RingCentral Case Study,” Medallia, accessed September 29, 2021, https://www.medallia.com/customers/ringcentral/. 2. Gastón Dubois, (2021, September 8). “Indian Government Approves Purchase of 56 Airbus C295MW for Its Air Force,” Aviacion...