Put together a marketing plan with the goal of increasing sales to other businesses in the United States.

Put together a marketing plan with the goal of increasing sales to other businesses in the United States.

In this project, your CEO has asked you to put together a marketing plan with the goal of increasing sales to other businesses in the United States. This projects has been broken down into several smaller tasks in the steps below. Each task will help you create one piece of a complete marketing plan.

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As you learned in Project 3, one of the most important functional areas in business is marketing. Companies such as Airbus, Peugeot, GM, Burger King, and Tata have a passion for understanding their customers and satisfying their customers’ needs in “well-defined target markets” (Kotler & Armstrong, 2014, p. 4). Marketing is a managerial and social function through which companies and customers create and exchange value. The authors define marketing as the “process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return” (p.5).

B2B Buying Decisions
When it comes to business buying behavior, business customers and their suppliers explore different avenues to manage relationships and enhance efficiency and effectiveness. Closer relationships are partially driven by purchasing alliances, supply chain management, and early supplier involvement. Fostering the right relationship with businesses is crucial for any holistic marketing plan. Vertical coordination between the sellers and their business customers allows them to go beyond simple transactions to engage in activities that create value for both parties. Trust and knowledge are key to the success of business-to-business (B2B) relationships. B2B relationships are impacted by supply, complexity of supply, availability of alternatives, and supply market dynamism (Kotler & Keller, 2015).

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