MKTG1065 Business to Business Marketing

Analyse the current and potential customers using relevant theories and models.  

The analysis should clearly show: Who are the customers and what are the key customer segments. For each key segment:

• What is the buying process?

• What are the customer needs and selection criteria?

• What influences the buying or selection process?

• Do they have buying decision groups?

• What is the impact of the 3 buying classifications within each of the key segments.

• What are the customers looking for in a B2B relationship?

• What type of relationship do the customers require?