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B2B_Exercise_Ch1.pdf - Chapter 1: Introduction to Business...

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Page 1Chapter 1: Introduction to Business Marketing Manage-mentExerciseQuestions:1. Some people think that the distinction between consumer marketingand B2B marketing does not make much sense. They feel that themarketing discipline is better served by focusing on the similarities be-tween the two areas. Can you provide reasons for this position? Do youagree?2.The purchasing behaviour of organisations is usually more rational thanthe purchasing behaviour of consumers. Why is that? Describe twospecific situations where an organisation’s purchasing behaviour is ex-pected to be dominated by emotional buying motives. How can a ven-dor effectively deal with this?3. Vendors of B2B products typically find it more difficult than vendors of
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Term
Summer
Professor
N/A
Tags
Marketing, Hagen, Iserlohn, Betriebswirtschaftslehre, Fachhochschule S dwestfalen, S dwestfalen

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