Task
You must first identify two examples of marketing material that use the same media channel (e.g. two TV commercials, two newspaper and/or magazine advertisements, two company websites, two posters, two direct mail shots, two emails, two examples of social media marketing, or two examples of content marketing) one aimed at B2B customers and one aimed at B2C customers. Illustrate your chosen examples in your assignment so that your tutor can readily refer to them when marking (e.g. via links to YouTube videos, screenshots of web pages, or photographs of print or poster advertising).
Part 1
Part 1 of this assignment is worth 30 marks
Critically analyse your chosen example of B2B marketing material using concepts from B206 to evaluate its potential influence on customer behaviour in a B2B context.
Part 2
Part 2 of this assignment is worth 30 marks
Critically analyse your chosen example of B2C marketing material using concepts from B206 to evaluate its potential influence on customer behaviour in a B2C context.
Part 3
Part 3 of this assignment is worth 40 marks
What, if any, differences in behaviour between B2B customers and B2C customers do your chosen examples of marketing material suggest? Drawing on concepts from Block 5 and elsewhere in the module as appropriate, come to a reasoned conclusion on to what extent marketing to business customers should be different from marketing to consumers buying for themselves and their families. Potentially relevant concepts include, but are not limited to, the buying process, factors influencing the buying process, and considerations or challenges faced by organisational and individual customers.
Potentially relevant concepts include, but are not limited to, the buying process, factors influencing the buying process, and considerations or challenges faced by organisational and individual customers.
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