ASSESSMENT 1 BRIEF
Subject Code and Title MKG201 – Business-to-Business Marketing
Assessment B2B Diagnostic Report
Individual/Group Individual
Length 1800 Words +/-10%
Learning Outcomes a) Apply the key principles of business-to-business (B2B) marketing.
b) Identify the differences between business-to-business (B2B) and business-to-consumer (B2C) marketing.
c) Discuss the importance of developing strong business relationships between the organisation and business clients.
d) Demonstrate how the marketing mix is used in B2B marketing.
Submission Due by 11:55pm AEST/AEDT Sunday of Module 3 (Week 6)
Weighting 40%
Total Marks 100 marks
Context
The outcome of this report is a diagnosis of the marketing situation (situation analysis) for a B2B product or service. In conducting this diagnostic report into the marketing context of a B2B product or service provider, you will develop industry relevant skills to:
• Develop, integrate, and evaluate broad business theoretical and technical knowledge, in the marketing business environment.
• Apply research skills, appropriate to the qualification.
• Recognise and analyse business operations, challenges, and innovations and identify and assess business solutions.
Instructions
First, you must find a company that operates in an area or industry of your interest. Once you have located a company, you will be required to select one of their real-life B2B products or services, to use in your report.
MKG201_Assessment 1_Diagnostic report_M3 Page 1 of 7
For your future assessments, 2 and 3 (marketing plan and presentation), you will get the chance to work in groups. At that point, your group will need to select a company, from those presented in assessment 1.
For this reason, your assessment 1 diagnostic report must be detailed and in-depth, in case it is chosen by your future group, in assessments 2 and 3.
Once you have chosen your company and your product, your task is as follows:
1. Describe the background of the product and company – aspects to consider, could be the historical background of the product/company, such as brand, mission and vision.
2. Explain the product details – this includes all aspects of the product, such as features, technical aspects, benefits to customers, varieties, etc.
3. Analyse the relevant market situation that includes industry analysis, competitors, and market trends – this includes the micro (company, suppliers, intermediaries, customers, competitors and publics) and macro (political, economic, social, and technological) analysis. The other elements to include, could be competitors and other market trends.
4. Analyse the market segmentation of this product – this includes the basis of segmentation for your product, with a clear section identified.
5. Explain the importance of relationships in this industry - A comprehensive relationship management analysis should be included to show the importance of relationship in this industry.
6. Explain the buying behaviour in this industry – your explanation should include the buying process in this industry and the relevant factors that affect buying behaviour.
The Report Format
The report format is very important. It should be reflective of a formal report that would be used in a professional business setting.
The report must include:
A) A reference list – note, this is not a bibliography – and;
B) In-text references and citations, in accordance with the College guidelines (I.e. APA referencing style).
Below is an example of the formatting required:
The Example Report Format
Title Page
Table of Contents
Executive Summary – this is an overview of the major points in your report. Ideally, the reader should be able to get a good understanding of the key concepts that can be found in your report, just by reading this section.
Note: The above-mentioned sections are not included in the assessment word count!
1.0 Background
1.1 Company history
1.2 Mission
1.3 The brand
1.4 The product and services - tell us about the features and how this benefits customers. How does this product/service meet the needs of the business, and why do you propose it is (or will be) successful?
2.0 Situational analysis – this is your starting point. This is where you critically describe where things are at the moment – i.e. your current business situation.
2.1 Environment – Political, Economic, Social, Technological – the ‘big picture’ trends that affect your company and it’s marketing activities.
2.2 Market – Current size and expected growth, in the market in which you will compete.
2.3 Competition – Description of major competitors – include size, market share, key product lines, and marketing activities, particularly online.
2.4 Customers – Description of current or target customer base, i.e. an analysis of wants and needs.
3.0 Market segmentation – Define segments, based on existing and potential customers. Identify the target market for this particular product/service. The basis for segmentation could be based on: geography, company size, digital media or the use of specific technology, various products, or brands.
4.0 Relationships – Explain the importance of relationships. Think about the sales force and specific relationship-building activities, both before and after purchase. Consider the B2B customer life-cycle (Reach-Acquisition-Conversion-Retention-Loyalty) and the types of activities that will both, engage customers and strengthen relationships that result in greater lifetime value.
5.0 Buyer Behaviour – Buying processes and factors affecting buyer behaviour.
Conclusion – A good conclusion should summarise your key relevant points. Do not introduce any new concepts here! You want to remind us of why your argument is relevant and what reasoning, decision or judgement you came to, based on the research you undertook.
References – Remember, this must be in the APA referencing style!
Submission Instructions
Submit your final report via the Assessment Items and Submission link in the main navigation menu. The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.
Learning Rubric: Assessment 1 B2B Diagnostic Report
Assessment
Attributes Fail (Unacceptable)
0-49% Pass
(Functional)
50-64% Credit
(Proficient)
65-74% Distinction
(Advanced)
75 -84% High Distinction
(Exceptional)
85-100%
Writing structure 5% The writing structure is confusing/difficult to understand The writing structure is easy to understand. However, the structure still contains some confusing elements The writing is well-structured, within a limited language framework The writing is well- structured, with language features used appropriately
Limited jargon from the subject has been used The writing is well-structured, with language features used appropriately
Appropriate jargon from the subject has been used effectively
Writing style 5% The writing is inappropriate, with unacceptable language errors, such as grammar and spelling
First person language is used The writing contains a weak introduction, with few grammatical and spelling mistakes
Headers and sub- headers have been used, however the structure is confusing
The writing is excessively less or more than the word limit The writing contains an adequate introduction, although this could be stronger
Minor language mistakes detected
Headers and sub-headers have been used The writing contains a strong introduction
Does not contain language mistakes
Headers and sub-headers have been used
Contains title page and table of contents The writing contains a strong introduction and sophisticated analysis
Headers and sub-headers have been used
Contains title page and table of contents
The writing indicates a wide range of materials have been used.
Referencing - In-text references and reference list
10% No effort to write in- text references or reference list In-text references and a reference list have been provided In-text references and a reference list have been provided
However, the APA style requires adjustment In-text references and a reference list have been provided In-text references and reference list have been appropriately provided according to the APA referencing style
MKG201_Assessment 1_Diagnostic report_M3 Page 5 of 7
However, there is no effort to write according to APA style APA style has been employed with minor errors
Product and company details
15% Product and company details are not well- articulated
There is no effort to explain product and company details comprehensively Product and company details have been explained
However, some important details are still missing Product and company details have been explained
Data is confusing
A few details are missing Product and company details are well- articulated
Data has been used effectively
However, some elements are still vague Relevant product and company details have been explained comprehensively
Data has been used effectively
Situational analysis 15% Situational analysis is unclear
There are a lot of missing elements
The use of data and concept is very limited All relevant elements of situational analysis have been explained
The use of data and concept is still limited All relevant elements of situational analysis have been explained
Data and concept have been attempted
However, there are still confusing elements All relevant elements of situational analysis have been explained
Data and concept have been used effectively
There may be a few vague elements Situational analysis has been outlined comprehensively
Researched data clearly shows how the business environment affects the industry/organisation
Relevant
concepts/theories have been used
Market
segmentation
15% Market segmentation is unclear
The work does not display an acceptable grasp of segmentation knowledge Market segmentation has been outlined. However, the effort is still limited
The work has not displayed a
comprehensive analysis Market segmentation has been outlined comprehensively, however is missing a few elements Market segmentation has been comprehensively outlined
Theories/concepts have been attempted Market segmentation has been analysed comprehensively
Relevant
concepts/theories have been used effectively
MKG201_Assessment 1_Diagnostic report_M3 Page 6 of 7
Relationship The work does not Relationship Relationship management Relationship Relationship
management display an management has been has been analysed management has been management has been
understanding of analysed comprehensively, however analysed explained
15% relationship
management in B2B marketing The importance of relationship management in B2B marketing has been analysed is missing a few elements comprehensively
Theories/concepts have been attempted comprehensively leading to the importance of relationships
Relevant
concepts/theories have been used
But it does not display a comprehensive analysis Data has been used to support argument
Buying behaviour The work does not B2B buying behaviour B2B buying behaviour has B2B buying behaviour B2B buying behaviour
20% display an
understanding of buying behaviour in has been analysed, however is prone to confusion with consumer been analysed comprehensively, however is missing a few has been analysed comprehensively has been explained comprehensively
B2B marketing and is frequently confused with consumer market buying behaviour market buying behaviour elements Theories/concepts have been attempted
Data has been used to
support the argument Relevant
concepts/theories have been used
Data has been used to support the argument
Elements regarding how purchase is affected comes across vague Relevant factors affecting purchase have been analysed comprehensively
MKG201_Assessment 1_Diagnostic report_M3 Page 7 of 7
Subject Code and Title MKG201 – Business-to-Business Marketing
Assessment B2B Diagnostic Report
Individual/Group Individual
Length 1800 Words +/-10%
Learning Outcomes a) Apply the key principles of business-to-business (B2B) marketing.
b) Identify the differences between business-to-business (B2B) and business-to-consumer (B2C) marketing.
c) Discuss the importance of developing strong business relationships between the organisation and business clients.
d) Demonstrate how the marketing mix is used in B2B marketing.
Submission Due by 11:55pm AEST/AEDT Sunday of Module 3 (Week 6)
Weighting 40%
Total Marks 100 marks
Context
The outcome of this report is a diagnosis of the marketing situation (situation analysis) for a B2B product or service. In conducting this diagnostic report into the marketing context of a B2B product or service provider, you will develop industry relevant skills to:
• Develop, integrate, and evaluate broad business theoretical and technical knowledge, in the marketing business environment.
• Apply research skills, appropriate to the qualification.
• Recognise and analyse business operations, challenges, and innovations and identify and assess business solutions.
Instructions
First, you must find a company that operates in an area or industry of your interest. Once you have located a company, you will be required to select one of their real-life B2B products or services, to use in your report.
MKG201_Assessment 1_Diagnostic report_M3 Page 1 of 7
For your future assessments, 2 and 3 (marketing plan and presentation), you will get the chance to work in groups. At that point, your group will need to select a company, from those presented in assessment 1.
For this reason, your assessment 1 diagnostic report must be detailed and in-depth, in case it is chosen by your future group, in assessments 2 and 3.
Once you have chosen your company and your product, your task is as follows:
1. Describe the background of the product and company – aspects to consider, could be the historical background of the product/company, such as brand, mission and vision.
2. Explain the product details – this includes all aspects of the product, such as features, technical aspects, benefits to customers, varieties, etc.
3. Analyse the relevant market situation that includes industry analysis, competitors, and market trends – this includes the micro (company, suppliers, intermediaries, customers, competitors and publics) and macro (political, economic, social, and technological) analysis. The other elements to include, could be competitors and other market trends.
4. Analyse the market segmentation of this product – this includes the basis of segmentation for your product, with a clear section identified.
5. Explain the importance of relationships in this industry - A comprehensive relationship management analysis should be included to show the importance of relationship in this industry.
6. Explain the buying behaviour in this industry – your explanation should include the buying process in this industry and the relevant factors that affect buying behaviour.
The Report Format
The report format is very important. It should be reflective of a formal report that would be used in a professional business setting.
The report must include:
A) A reference list – note, this is not a bibliography – and;
B) In-text references and citations, in accordance with the College guidelines (I.e. APA referencing style).
Below is an example of the formatting required:
The Example Report Format
Title Page
Table of Contents
Executive Summary – this is an overview of the major points in your report. Ideally, the reader should be able to get a good understanding of the key concepts that can be found in your report, just by reading this section.
Note: The above-mentioned sections are not included in the assessment word count!
1.0 Background
1.1 Company history
1.2 Mission
1.3 The brand
1.4 The product and services - tell us about the features and how this benefits customers. How does this product/service meet the needs of the business, and why do you propose it is (or will be) successful?
2.0 Situational analysis – this is your starting point. This is where you critically describe where things are at the moment – i.e. your current business situation.
2.1 Environment – Political, Economic, Social, Technological – the ‘big picture’ trends that affect your company and it’s marketing activities.
2.2 Market – Current size and expected growth, in the market in which you will compete.
2.3 Competition – Description of major competitors – include size, market share, key product lines, and marketing activities, particularly online.
2.4 Customers – Description of current or target customer base, i.e. an analysis of wants and needs.
3.0 Market segmentation – Define segments, based on existing and potential customers. Identify the target market for this particular product/service. The basis for segmentation could be based on: geography, company size, digital media or the use of specific technology, various products, or brands.
4.0 Relationships – Explain the importance of relationships. Think about the sales force and specific relationship-building activities, both before and after purchase. Consider the B2B customer life-cycle (Reach-Acquisition-Conversion-Retention-Loyalty) and the types of activities that will both, engage customers and strengthen relationships that result in greater lifetime value.
5.0 Buyer Behaviour – Buying processes and factors affecting buyer behaviour.
Conclusion – A good conclusion should summarise your key relevant points. Do not introduce any new concepts here! You want to remind us of why your argument is relevant and what reasoning, decision or judgement you came to, based on the research you undertook.
References – Remember, this must be in the APA referencing style!
Submission Instructions
Submit your final report via the Assessment Items and Submission link in the main navigation menu. The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.
Learning Rubric: Assessment 1 B2B Diagnostic Report
Assessment
Attributes Fail (Unacceptable)
0-49% Pass
(Functional)
50-64% Credit
(Proficient)
65-74% Distinction
(Advanced)
75 -84% High Distinction
(Exceptional)
85-100%
Writing structure 5% The writing structure is confusing/difficult to understand The writing structure is easy to understand. However, the structure still contains some confusing elements The writing is well-structured, within a limited language framework The writing is well- structured, with language features used appropriately
Limited jargon from the subject has been used The writing is well-structured, with language features used appropriately
Appropriate jargon from the subject has been used effectively
Writing style 5% The writing is inappropriate, with unacceptable language errors, such as grammar and spelling
First person language is used The writing contains a weak introduction, with few grammatical and spelling mistakes
Headers and sub- headers have been used, however the structure is confusing
The writing is excessively less or more than the word limit The writing contains an adequate introduction, although this could be stronger
Minor language mistakes detected
Headers and sub-headers have been used The writing contains a strong introduction
Does not contain language mistakes
Headers and sub-headers have been used
Contains title page and table of contents The writing contains a strong introduction and sophisticated analysis
Headers and sub-headers have been used
Contains title page and table of contents
The writing indicates a wide range of materials have been used.
Referencing - In-text references and reference list
10% No effort to write in- text references or reference list In-text references and a reference list have been provided In-text references and a reference list have been provided
However, the APA style requires adjustment In-text references and a reference list have been provided In-text references and reference list have been appropriately provided according to the APA referencing style
MKG201_Assessment 1_Diagnostic report_M3 Page 5 of 7
However, there is no effort to write according to APA style APA style has been employed with minor errors
Product and company details
15% Product and company details are not well- articulated
There is no effort to explain product and company details comprehensively Product and company details have been explained
However, some important details are still missing Product and company details have been explained
Data is confusing
A few details are missing Product and company details are well- articulated
Data has been used effectively
However, some elements are still vague Relevant product and company details have been explained comprehensively
Data has been used effectively
Situational analysis 15% Situational analysis is unclear
There are a lot of missing elements
The use of data and concept is very limited All relevant elements of situational analysis have been explained
The use of data and concept is still limited All relevant elements of situational analysis have been explained
Data and concept have been attempted
However, there are still confusing elements All relevant elements of situational analysis have been explained
Data and concept have been used effectively
There may be a few vague elements Situational analysis has been outlined comprehensively
Researched data clearly shows how the business environment affects the industry/organisation
Relevant
concepts/theories have been used
Market
segmentation
15% Market segmentation is unclear
The work does not display an acceptable grasp of segmentation knowledge Market segmentation has been outlined. However, the effort is still limited
The work has not displayed a
comprehensive analysis Market segmentation has been outlined comprehensively, however is missing a few elements Market segmentation has been comprehensively outlined
Theories/concepts have been attempted Market segmentation has been analysed comprehensively
Relevant
concepts/theories have been used effectively
MKG201_Assessment 1_Diagnostic report_M3 Page 6 of 7
Relationship The work does not Relationship Relationship management Relationship Relationship
management display an management has been has been analysed management has been management has been
understanding of analysed comprehensively, however analysed explained
15% relationship
management in B2B marketing The importance of relationship management in B2B marketing has been analysed is missing a few elements comprehensively
Theories/concepts have been attempted comprehensively leading to the importance of relationships
Relevant
concepts/theories have been used
But it does not display a comprehensive analysis Data has been used to support argument
Buying behaviour The work does not B2B buying behaviour B2B buying behaviour has B2B buying behaviour B2B buying behaviour
20% display an
understanding of buying behaviour in has been analysed, however is prone to confusion with consumer been analysed comprehensively, however is missing a few has been analysed comprehensively has been explained comprehensively
B2B marketing and is frequently confused with consumer market buying behaviour market buying behaviour elements Theories/concepts have been attempted
Data has been used to
support the argument Relevant
concepts/theories have been used
Data has been used to support the argument
Elements regarding how purchase is affected comes across vague Relevant factors affecting purchase have been analysed comprehensively
MKG201_Assessment 1_Diagnostic report_M3 Page 7 of 7
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