a.

In the opening vignette, Chris Venter discusses the importance of being able to provide good solutions for his partners in a team environment. In particular, for larger purchases and key partnerships, decisions need to be made by a committee as opposed to an individual. Review the opening vignette and identify other differences in the organizational-buying purchase-decision process that need to be considered in B2B marketing.
 

 

 

 

2.

 

Pick a favourite company. Gather information on that company and its brands from the Internet, including the company's website and social media. Describe the product mix width as well as the product line length and depth. Choose one of the company's brands. Brainstorm ways in which the company could improve brand equity and increase brand loyalty.