Using the CSU Online Library, 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:
1. Summarize the article with particular emphasis on the specifics of the B2B model.
2. With an eye on the article, compare how the B2B vs. B2C models operate different strategically.
3. Relationship building is particularly important in the B2B world. How does this article reinforce this statement?
4. What can you, as a student, learn from this article? How might a B2B marketer benefit from reading this article?
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.
References
Handley, L. (2012). B2B and B2C go hand in hand. Marketing Week, 35(48), 9.
Zak, L. (2010). B2B VS. B2C. MHD Supply Chain Solutions, 40(3), 16.
Barczyk, C., Falk, G., Feldman, L., &Rarick, C. (2010). ALIBABA: THE CHINESE DRAGON OF E-COMMERCE. Allied Academies International Conference: Proceedings Of The International Academy For Case Studies (IACS), 17(2), 5-9.
Alibaba B2B and UBM Align for New B2B Trading Strategies. (2015, December 16). Entertainment Close-up. Retrieved from https://go.galegroup.com/ps/i.do?id=GALE%7CA437592319&v=2.1&u=oran95108&it=r&p=ITOF&sw=w&asid=3faa4c786c40caf47d1f25d30b838cf4