Description
Read the Harvard Business Review article on The B2B Elements of Value. This article discusses how B2B companies are able to measure and deliver what their business customers want.
In chapter 6 of the text the authors discuss the gathering and use of marketing data. For this week’s paper please answer the following questions.
– Why is market research and measuring what customers want needed in business-to-business marketing?
– Why cant decisions always be made based on the managers experience and intuition?
Please remember to start your paper with a good introductory paragraph to attract the attention of your reader. It is also important to include a good conclusion to wrap-up your discussion.
Marketing Analysis Short Paper Rubric
Criteria Ratings Pts
Primary Issue Identified
30.0 to >0.0 pts
Full Marks
Primary issue as presented in the assigned reading is clearly identified, defined and explained. The student substantially and fully examines all of the issues, problems, and aspects of the facts as outlined in the topic or issue assigned.
0.0 pts
No Marks
30.0 pts
Succinct Analysis of Data
30.0 to >0.0 pts
Full Marks
Succinctly analyzes the data that is presented in the reading/article and these facts are communicated in a concise manner to the reader. The student demonstrates that topics from the textbook can be related back to the questions or issues being presented in the assignment.
0.0 pts
No Marks
30.0 pts
Understanding and Communication of the Topic
30.0 to >0.0 pts
Full Marks
Student is able to relate their understanding of assigned topic and can communicate it’s relevance to the textbook. The paper demonstrates a thorough understanding relevant facts, figures, assumptions, recommendations, and strategies in the topic or issue assigned.
0.0 pts
No Marks
30.0 pts
Grammar, Spelling, Punctuation
10.0 to >0.0 pts
Full Marks
Flawless spelling, punctuation, grammar; Graduate level, concise business-style writing. Student avoids the use of first person, personal style writing.
0.0 pts
No Marks
10.0 pts
Total Points: 100.0