Special Topics in Marketing:
B2B Marketing, Marketing Information Systems and Measuring Marketing Activities
Samsung
1. B2B marketing. Consider your product or service offering. Based on the categories of B2B markets discussed in the readings, name at least two of the B2B markets your company may be a target market for another company. Why?
2. Segmenting B2B markets. Using the Harrison, Hague, and Hague behavioral-based segment model in the readings, which of those segmentation scheme might be most appropriate category for your company? Why?
3. Marketing Information Systems. Identify at least three types of information your company should use in a comprehensive marketing information system for decision making purposes. Why did you chose each of them?
4. Marketing Metrics. Identify and discuss at least one financial metric and three performance metrics that would be important to monitor your company's strategic marketing planning for the marketing efforts you identified for your new marketing mix strategies.
• Be sure to follow all of the submission requirements outlined in the syllabus and provided below again for your easy reference:
• Prepare as a word processed document (such as Microsoft Word).
• Your assignment should be the equivalent of two pages of double-spaced text, approximately 1/2 page for each of the four questions.
Do not exceed this maximum of two pages; analysis after the second page will not be read or considered for the grade. Writing concisely and on point is one of the objectives of this course. You may attach exhibits that will not be counted towards your two page of double-spaced text.
• Be sure your name, writing assignment number, and the name of your product or service are on the Cover page of your writing assignment.
• Use a simple 12-point font such as Times New Roman. Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts.
• Be sure include a bibliography with at least three (3) references; Wikipedia should not be used as a reference. You may use MLA or
APA style, or any other college-level style guide. More information about using a style guide can be found in the UMUC's virtual library accessible from your LEO classroom or at umuc.edu/library. A header and page number should be included on each page.
• Upload your word processed document in your LEO assignments by the due date in the LEO calendar.
Refer the chapter
Special Topics in Marketing
B2B Marketing, Marketing Information Systems,
and Monitoring and Measuring Marketing Activities