B2B Maketing Analysis Paper

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In this assignment you will watch a video introducing a real-world example of effective B2B marketing and correlate concepts and information presented with the introductory concepts presented in the first chapter readings.

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Students are to view this video prior to writing their analysis paper:

A number of marketing terms are discussed in this video including cross-channel marketing, digital medial, search-engine optimization, and the use of email as the foundation for an effective cross-channel B2B marketing strategy.

Using the example of Volvo’s B2B strategy, students are to write a 1-page analysis paper. In this paper the student is to:

  • Discuss specifically how this marketing strategy differs from a consumer-based marketing strategy
  • Identify the unique approaches taken by the company to reach their B2B customer
  • Explore the use of cross-channel marketing techniques
  • Correlate the strategy with the value network concept presented in the chapter readings.

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