Business to Business

Marketing Communications and Business to Business Marketing

Assessment Number: Two

Marketing Communications and Business to Business Marketing

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Table of Contents

1.0 Defining the term “B2B Marketing” 5

2.0 Evaluating the key differences between B2B marketing and consumer marketing 6

2.1 Difference between B2B marketing and consumer marketing in Commercial Sector 7

2.2 Difference between B2B marketing and consumer marketing in Not-for-profit Sector 8

2.3 Differences between B2B marketing and consumer marketing in Public Sector 9

3.0 ASDA 10

4.0 Macroeconomic changes in the industry 10

4.1 Impact of macroeconomic change in ASDA’s marketing process and resulting opportunities and threats 10

Crisis in Euro Zones 11

5.0 Recommendations on how ASDA can capitalize on the above changes 12

5.1 Adapting ASDA’s resources in order to obtain the aforementioned competitive advantages 13

References 16

Appendices 18

Introduction

This report deals with defining B2B marketing and evaluating the differences between B2B marketing and consumer marketing. The writer will choose ASDA, the world’s largest chemical company as the B2B Company and identify the macroeconomic changes in this sector to show how the company is affected by those changes. The report will also show the resulting opportunities and threats created by the macroeconomic changes in the chemical industry. Some recommendations will be provided based on challenges faced by ASDA to capitalize on the changes. The role of B2B marketing would also be discussed in this report. Finally, the report will recommend a B2B marketing communication strategy along with a promotional mix for ASDA.

1.0 Defining the term “B2B Marketing”

B2B Marketing is a practice by some individuals or organizations to uplift the sales of their products and services to other individuals or organizations who buy them for either...