Business-to-business marketing and consumer marketing

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1. Identify and discuss three key differences between business-to-business marketing and consumer marketing.

2. Are ethical marketing practices more important at the business-to-business level or at the consumer level? At which level do you believe ethical lapses are more likely to occur? Explain and justify your responses.

3. It has been suggested that the general (or overall) goal of business legislation is to maximize choice in the marketplace. Of the most prominent marketing philosophies (production, product, sales, marketing, and societal marketing), which do you believe is most consistent with this goal? Explain your selection of a philosophy.

4. Assume you are constructing a portfolio of businesses for your company to pursue in the next three to five years. Indicate what you believe makes for a good portfolio of businesses in terms of the growth-share matrix.

5. Why do most business executives believe it is more difficult to do competitive analysis in today’s market than it was a decade or two ago? Explain in terms of the six forces of competition.

Reference no: EM132226162

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