This Assessment is a written submission exam and will be released in week 5 of the course.
Students are required to provide a comprehensive analysis in this assessment by drawing on the various theories and cases covered during this course and through their own research. Student answers must illustrate flow and progression of ideas through critical and independent thought.
Students are required to answer four questions of their choice. The responses to the questions in word document format must be uploaded to a Turnitin folder created on the course Moodle platform.
1.Describe the differences between business-to-business and consumer marketing for the following market elements: Pricing, channels, promotion, distribution, customer relationship and decision-making.
2. In B2B relationship marketing, an organization seek to establish and benefit from a long-term profitable relationship with its customers; but in what way is relationship marketing of value to the customers themselves? Discuss
3. One-to-one marketing has been a goal for marketers since Peppers and Rogers popularized the idea.* One-to-one marketing is, in essence, treating each customer as a segment of one market and marketing directly to that customer. In business-to- business marketing, how close do you think most companies can come to implementing one-to-one marketing?
4. Suppose that a start up company is offering an innovative product that management hopes will establish a new product category. What forces will tend to lead the company to market the product through channel intermediaries rather than directly? What characteristics of an early market will tend to lead the company to market the product directly to final customers?
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