Marketers in business-to-business (B2B) environments must be aware of the unique challenges, opportunities and distinctions of marketing in the B2B sphere. A1 How do marketers in a B2B setting typically segment its customer base? A2 Give an example of how a marketer of food and beverage ingredients, chemicals or medical equipment might consider segmenting its existing and potential clients? B1 What are some changes that we might expect to see B2B marketers make in their media / promotional budget allocation relative to B2C (business to consumer) marketers? B2 How might a manufacturer of food and beverage ingredients, chemicals or medical equipment communicate / promote its products to its existing and potential clients?