Assessment and Feedback: Student Template

Student ID Number(s): 2102329

Programme: International Business with Honours
Module: Business to Business Marketing (B2B Marketing)
Name of Tutor: Rosalind Jones
Assignment Title: Individual Essay
Date and Time of Submission: February 2020 19.35 GMT+8
Actual Word Count: 2500 words
Extension: N * Extension Due Date:
I do not * wish my assignment to be considered for including as an exemplar in the School
Bank of Assessed Work. * delete as appropriate

The purpose of this template is to ensure that you receive targeted feedback that will
support your learning. It is a requirement to complete to complete all 3 sections, and
to include this completed template as the first page of every assignment that is
submitted for marking (your School will advise on exceptions).

Section One: Reflecting on the feedback that I have received on previous assessments, the
following issues/topics have been identified as areas for improvement: (add 3 bullet
points). NB – for first year students/PGTs in the first term, this refers to assessments in
your previous institution

 Critical analysis

 Use of related theories

 Referencing
Section Two: In this assignment, I have attempted to act on previous feedback in the
following ways (3 bullet points)

 Providing more critical analysis supported by evidence

 Connecting the right theory with analysis

 Using more journal as references

Section Three: Feedback on the following aspects of this assignment (i.e.

content/style/approach) would be particularly helpful to me: (3 bullet points)

 Depth of analysis

 Referencing

 Writing style

By submitting your work online, you are confirming that your

work is your own and that you understand and have read the
University’s rules regarding plagiarism and the consequences
that will arise should you submit plagiarised work.
INTRODUCTION

The term marketing has been a popular trend for many researchers to be discovered further,
particularly its definitions and theories. One researcher, in particular namely Armstrong,
Adam, Denize & Kotler (2011) construe marketing phrase as a management practice that
account for determining and fulfilling customers necessities. There are two integral areas of
marketing which used to contrast and categorize them into a certain market. Business to
business marketing (B2B) presently known as business marketing by many as the mechanism
in a scenario where an outside supplier buys a good or a service for merely use, develop and
resale intention (Hutt & Speh 2011). Consequently, a known scholar (Dant & Brown 2008)
proposed their idea consumer marketing which previously known as business to consumer
marketing (B2C). In his statement, (B2C) is pointed out as the purchasing process of products
and service according to potential individual usage of needs and wants. However, these two
marketing elements are being long argued by many, some say they are similar (Fern and
Brown, 1984), others say they are discrete The following paper will deeply criticize and
analyse the key distinction between these two elements in the e-commerce industry and
supportive academic proof and examples will be provided.

THE

B2B is described as the form of relationship with the company on the side of supplier and
another business company on the customer side. This business company could be represented
by sole trader, company, or institution . (Kumar & Reinartz 2012, s.261)

B2B market includes big number of transactions, and is usually more complex (Davis et al.
2012; Saini et al. 2010; Hutt & Speh 2012, s.38). The complexity leans on number of people
responsible for the transaction and number of steps in these transactions. (Payne & Frow
2013, s.56)

Johnston and Bonoma (1981) define the group of people responsible for the transaction on
customer side in B2B market as buying center. The complexity is higher also because of
number of people involved – seller has to identify and understand their needs and motivation.
According to Davis, Golicic and Marquardt (2012, s.200) the number of people in the buying
center varies depending on the importance of the transaction, its stage and character. The
process is called decision making (Webster & Wind 1972, s.2).

The trend in last decades in B2B environment according to Ulaga and Eggert (2006) are
closer relationships and also decreasing number of relationships overall. Business-to-
consumer (B2C) relationships could be described as a relationship with businesses on the side
of supplier and consumers on the other side. The differences to B2B are described in
following part.

 you may focus on a particular aspect of business to business marketing for example, analysis
of supply chains, organisational purchasing and decision-making, use of web-based
technologies and their application in B2B marketing-e.g. strategy, supply chains, purchasing,
networks and relationships.

REFERENCES

Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2011. Principles of marketing. Pearsons
Australia. Frenchs Forest.

Fern, E.F. and Brown, J.R., 1984. The industrial/consumer marketing dichotomy: A case of
insufficient justification. Journal of Marketing, 48(2), pp.68-77.
Kumar, V. and Reinartz, W., 2012. Strategic customer relationship management today.
In Customer Relationship Management (pp. 3-20). Springer, Berlin, Heidelberg.

Saini, A., Grewal, R. and Johnson, J.L., 2010. Putting market-facing technology to work:
Organizational drivers of CRM performance. Marketing Letters, 21(4), pp.365-383.

https://www.researchgate.net/publication/244062883_Business-to-
business_marketing_and_globalization_Two_of_a_kind

https://www.tandfonline.com/doi/full/10.1080/15470620802020259?
scroll=top&needAccess=true&instName=University+of+Birmingham

https://link.springer.com/article/10.1007/s40547-015-0040-5

https://reader.elsevier.com/reader/sd/pii/S0019850101001857?
token=87C0E28B9E8A48E3906882F4BCDDCB0AD2D196FD23553465D1A799FA3AA52
C3A0BE88B9B57D77E870E20EB1CF470B1D9

https://www.sciencedirect.com/science/article/pii/S0019850101001857