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Business-to-Business Marketing Assessment 1

6 page
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English (U.S.)
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Essay 35% due Friday 16 April @ 11PM

Address the question below:

Consider some leading-edge consumer product manufacturers like Procter & Gamble, Gillette, or Coca Cola.


        What major differences would you expect to find in comparing the marketing strategy patterns employed by these consumer-products companies to those of leading business marketing firms such as Intel, 3M, or Dow Chemical?


        Next, describe the similarities and differences that emerge when comparing the distinctive attributes of a leading-edge consumer products marketer to a firm that demonstrates superb skills serving customers in the business market.


The word limit 1500 words +/- 10% and does not include any tables, diagrams and references. Read the guidelines in the learning guide and on the vUWS.

Write below this line.



Business-to-Business Marketing: Assessment 1

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Business entities exist in two major categories: business-to-business (B2B) and business to customer. As the name suggests, B2B firms sell their products to other companies while B2B sells their commodities to final consumers. B2C majors’ emotion-driven purchases in promoting their products, whereas B2B marketing mainly emphasis on logical process-driven purchases (Lopez, 2020). Due to the focus, each of the two business categories has different strategies in marketing their product in the market. The two forms of businesses differ in their relationship with their customers, decision-making process and the target audience.

Question 1: Differences between Consumer Product Manufactures and B2B Marketing Strategy

Customer Relationship

Business-to-business focuses on developing a long-term relationship with their customers. The marketing strategy aims to establish an interpersonal relationship between the business entity and its clients to encourage the cycle of transactions between the two parties (Vieira et al., 2019, p. 1092). The interpersonal relationship allows customers to prove the kind of business practices, moral, and ethics to keep in their hearts. The connection and strong bond created between business establishments distinguish the company from its competitors in t clients' eyes. Business-to-business entities priorities to remain ahead of their competitors in the market shares. Repeat purchases and referral business in creating interpersonal relationship can yield business failure or success (Hutt et al., 2017). Marketer keeps their companies on the safe side by establishing honest and meaningful relationships to bury the bad reviews customers may receive about the business enterprise.

On the flip side, business-to-customer enterprises focus on establishing a transactional relationship with their customers. The business-to-customer's objective is to push clients to commodities on customer's or firm's website and drive sales. B2C businesses succeed in developing pushing customers to products when they have a near-perfect client...


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