| University | Singapore University of Social Science (SUSS) |
| Subject | MKT361: Business To Business Marketing |
1. The mini case lists some examples of products sold to different customers on Amazon Business. Please choose one of the listed customers and one of the products they may buy. For the chosen customer-product “pair” please discuss:
- the category of business customer the buyer is for the seller,
- the type of industrial goods the buyer is purchasing,
- what type of buying situation is the buyer most likely facing
- what could the chosen seller do to leverage this specific buying
situation.
Please support all your choices with reasoning!
2. Delivering customer value is a vital part of a B2B product marketing strategy. First, please discuss why customer value is important in general. Next, please provide two benefits and two sacrifices related to Amazon Business, which could be central for customers when defining the marketplace’s customer value. Please explain your choices!
3. Mr. Burkland states that there is no “Tube or TV/radio advertising yet” for Amazon Business in the UK. Please develop a brief advertising program for one of those media channels!
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