The goal of this assignment is to look at how an organization markets differently to consumers and businesses. And, how it uses segmentation and value propositions to address the unique needs of different business market segments.

What you need to do You will start by selecting an organization that sells its products and services to both consumers (B2C) and organizations (B2B would sell to commercial organizations, government institutions, or academic institutions). Some organizations have separate websites to address consumers and organizations. For example, Dyson sells vacuums, hair dryers and air purifiers to consumers. The consumer website is https://www.dyson.com/en. They also sell products to businesses and that website is https://www.dyson.com/commercial You may not choose organizations that were used in class or in the text. You can use one of the companies on the sample list below, but I encourage you to discover and investigate your own. ! Capital One – Bank holding company specializing in credit cards, auto loans, banking, and

savings accounts for individuals and businesses ! Stanley Black and Decker – Manufacturer of industrial tools and household hardware for

consumer and industrial markets. ! John Deere – Manufacturer of agricultural machinery, heavy equipment, and forestry

machinery, diesel engines, drivetrains for industrial use, and lawn care equipment for consumers, businesses and government agencies. ! Bank of America – Personal mortgages and small business commercial real estate loans

for specific industries. ! Intuit – Accounting/book keeping software for freelancers (individuals) and businesses.

Answer the following questions and provide details from the websites to support your conclusions. This assignment is related to the material in Chapters 1, 3 and 4. What you will turn in Your submission should be with 12-point font and 1-inch margins uploaded on Blackboard in a Word document. Use bullet points and headings to organize your answers for each section. The maximum length is two pages. Your submission needs to have the following outline: Part 1: Differences between B2C and B2B

A. B2C 1. Company name and URL for their consumer (individuals) business. A single company

selling to both B2C and B2B may use the same website URL, but usually there are different pages on their company website for consumers and businesses.

2. Products: What products do they sell to individuals? If the products are within categories, name the categories. If the products are individual items, name a few.

3. Marketing: How do individuals interact with the firm, when they want to learn more about the product? How can an individual purchase the product? Can they purchase through e-commerce on the company’s web site, through retail, other channels?

4. Identify three ways the firm uses marketing to reach its potential consumer market. For example, store displays, digital ads, streaming ads, flyers, etc.

B. B2B

1. Company name and URL for their business selling to organizations. 2. Products: What type of products do they offer to organizations? Give a few examples. 3. Marketing: What type of organizations do they target? Name each type. 4. Identify three ways the firm uses marketing to reach its potential business markets. For

example, booth at a trade show, virtual events, etc.

C. Comparison

1. Sketch the firm’s “market map” similar to those we created in class. Include both consumer and organization markets on the same “market map.”

2. Compare the products offered to consumers with those offered to organizations. How are they different? Similar?

3. How are the consumer webpages different from the business webpages? Does the webpage include certain types of information or help specifically for consumers? What types of information and help options does the company offer to businesses?

4. How are the webpages the similar?

Part 2: Segmentation for B2B markets (organizations). Consider the B2B webpages

A. Market Segments: List up to 4 of the organization’s market segments in a bulleted list. For each segment, provide the URL for its page on the company’s website. For example: by sector: Commercial, Institutional, Government. Or by industry: education, automotive, insurance, healthcare, etc. Or by organization size: small, mid-size, enterprise, etc.

Part 3: Value Propositions – B2B segments (organizations). Consider the B2B webpages

Select one of the segments you identified in Part 2, A. Address the following questions. 1. Segment name. For example, Automotive 2. Stated Value Proposition: Copy the segment’s value proposition. Provide the URL where

you found the value proposition for this segment. The value proposition should follow the format we discussed in class. It may not be exactly in the same format, but the three key elements will still be stated somewhere.

3. Key Elements: For your chosen segment’s value proposition, identity the 3 Key Elements. A. What they do: B. Who they serve: C. How they’re different (benefit delivered):

Part 4: Strategy Evaluation – B2B

Given the segments you identified in Part 2 and the value proposition you analyzed in Part 3: 1. Evaluate the value proposition’s quality using the four quality characteristics:

A. Clarity. If it”s not immediately obvious what the business does and who the customers are, potential customers will quickly lose interest in it. They do not want to dig to find out exactly how the manufacturer can help them.

B. Specificity. The value proposition needs to tell the customer what they will exactly get from the organization. Efficiency? Revenue growth? How specifically will they benefit from the product or service?

C. Uniqueness. Potential clients want to know what sets the organization apart. The organization needs to explain to customers what makes it different and better.

D. Efficiency. Organizations have mere seconds to impress. A value proposition needs to get straight to the point. The language must be easy to understand and jargon-free.

Please be careful to upload the correct document. While late submissions will be accepted, the total points possible will decrease by 10 points for every day the assignment is late. The assignment must be submitted as a Word document with the following format for the file name.

MKTG_467F2022Ind1(insert last name, first initial).doc

Grading This assignment is worth 60 points. The grading rubric for the assignment is as follows Possible Section

6 B2C 6 B2B 18 Comparison of B2C and B2B 10 B2B – Segmentation 15 B2B – Value Proposition 5 B2B – Strategy Evaluation 60