Understand Business-to-Consumer Markets and Understand Business-to-Business Markets
GE sells many products to the consumer such as light bulbs and appliances. However, an important component of their product mix is offering products and services for other businesses, including the healthcare industry. Their products include MRI machine and X-rays for hospitals and other medical institutions. There are many unique requirements when marketing a product to other businesses (B2B) that are not present when selling to consumers (B2C). This paper explores the specific marketing challenges in selling to other businesses and how that differs from selling to consumers.
For this short paper, you will watch the video B2B: GE Healthcare
(Links to an external site.)
(Video file 5 min, 51 sec) and answer the questions about B2B markets.
Watch the following video:
B2B: GE Healthcare (Links to an external site.)
(Video file 5 min, 51 sec)
Answer the following:
What are the specific challenges that a B2B business, such as GE Healthcare, encounters in marketing its products to its particular customers in comparison to a B2C business?
Why is the buying structure in a B2B business so complex and is this an advantage or a disadvantage in reaching a purchase decision?
Are salespeople more important in the B2B or the B2C arena and what role do they play where a buying structure, such as the one at GE, is so complex?
Your paper should be 3-4 pages long supported with a minimum of two scholarly references in a double-spaced document using 12 pt. Times New Roman font, utilizing APA format.
Use the EC Library resources to properly cite your work:
APA Format Tip Sheet (Links to an external site.)
Citing Sources (Links to an external site.)
Plagiarism & Copyright (Links to an external site.)
Use the EC Library guide to conduct your research:
Business Research Guide (Links to an external site.)
Compose your work in a .doc or .docx file type using a word processor (such as Microsoft Word, etc.) and save it frequently to your computer. For those assignments that are not written essays and require uploading images or PowerPoint slides, please follow uploading guidelines provided by your instructor.
Check your work and correct any spelling or grammatical errors. When you are ready to submit your work, click “Upload Submission.” Enter the submission title and then click on “Select a file to upload.” Browse your computer, and select your file. Click “Open” and verify the correct file name has appeared next to Submission File. Click on “Continue.” Confirm submission is correct and then click on “Accept Submission & Save.”
This course has Turnitin® fully integrated into the course dropbox. This means that you should only submit your assignments to the dropbox below. Please do not submit your assignment directly to Turnitin.com.
Once submitted, your assignment will be evaluated by Turnitin® automatically. You will be able to view an Originality Report within minutes of your first submission that will show how much of your work has been identified as similar to other sources such as websites, textbooks, or other student papers. Use your Originality Report as a learning tool to identify areas of your assignment that you may not have cited appropriately. You may resubmit your assignment through this dropbox as many times as you need to check to see if you have made improvements, until the due date of the assignment. However, once you have made your first submission, you will need to wait 24 hours after each subsequent submission to receive a new Originality Report. Plan accordingly as you draft your assignment. Once the due date has passed, your assignment submission will be considered final.
This assignment will be graded using the (Rubric Name) located on the Course Rubrics page within the Start Here section of the course. Please review the rubric prior to beginning your work so that you ensure your submission meets the criteria in place for this assignment. All short papers, together, are worth 20% of your final course grade.