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Locate an article that discusses business-to-business marketing (B2B) and how it is different than business-to-consumer (B2C) marketing. This could include any aspect of the B2B world, which might inc
Locate an article that discusses business-to-business marketing (B2B) and how it is different than business-to-consumer (B2C) marketing. This could include any aspect of the B2B world, which might include buying, relationship building, strategic perspectives, global new product development, distribution, pricing, and/or promotional techniques. Within your article review, please make sure that you analyze a real-life B2B company with respect to its strategic marketing techniques. Note that these are ideas; please expand within the parameters of the B2B model. Respond to the following questions:
- Summarize the article with particular emphasis on the specifics of the B2B model.
- With an eye on the article, compare how the B2B vs. B2C models operate different strategically.
- Relationship building is particularly important in the B2B world. How does this article reinforce this statement?
- What can you, as a student, learn from this article? How might a B2B marketer benefit from reading this article? All 4 questions must be adressed
Your response should be a minimum of two pages, double-spaced. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations. All references and citations used must be in APA style.
Textbook: Hutt, M. D., & Speh, T. W. (2013). Business marketing management: B2B (11th ed.). Mason, OH: South-Western.
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