Business Marketing Relationships Analytical Essay by Nicky

An analytical paper on the role and behavior of business-to-business and business-to-consumer relationships.
# 148663 | 2,468 words | 21 sources | APA | 2011 | US
Published on Oct 28, 2011 in Business (Applied Operations)

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This paper addresses the roles, behaviors, and motivations behind a business. The focus discusses the organization and business-to-business(B2B) and business to consumer(B2C) relationships they should have. While assessing the changing role of organizational buyers in the business and strategic sourcing, the writer concludes that the shift from suppliers to organizational buyers has to do largely with growth of technology and information.

Assessing the Changing Role of Organizational Buyers
Organizational Buyers' Balance of Influence Redefining Transparency
Implications for the Future

From the Paper:

"Organizational buyers now evaluate B2B marketers as potential suppliers based more on their contributory roles from knowledge and strategic insight perspective than merely on price or their latest product design or feature (La, Patterson, Styles, 2009). The extent to which a supplier can be a trusted advisor is more important than any promises being made on sales calls or the depth of any PowerPoint slide deck. The challenge then for B2B marketers is to keep pace with this level of transparency that organizational buyers require today.
"For B2B marketers who seek to grow their sales to organizational buyers, it therefore forces them to be as transparent and worthy of trust that the combined technologies and processes organizational buyers have to evaluate them on. In other words, given how significantly the balance of influence has shifted to the organizational buyer has become, it forces the B2B marketer to be entirely consistent with and even exceed the expectations based on data analysis of their firms (La, Patterson, Styles, 2009)."

Sample of Sources Used:

  • Raluca Bunduchi. 2008. Trust, power and transaction costs in B2B exchanges - A socio-economic approach. Industrial Marketing Management 37, no. 5 (July 1): 610.
  • Cristian Chelariu, Vinita Sangtani. 2009. Relational governance in B2B electronic marketplaces: an updated typology. The Journal of Business & Industrial Marketing 24, no. 2 (February 15): 108-118.
  • David W Crain, Stan Abraham. 2008. Using value-chain analysis to discover customers' strategic needs. Strategy & Leadership 36, no. 4 (July 1): 29-39.
  • Andrea J. Cullen, Margaret Webster. 2007. A model of B2B e-commerce, based on connectivity and purpose. International Journal of Operations & Production Management 27, no. 2 (February 1): 205-225.
  • Giuseppe Di Modica, Orazio Tomarchio, Lorenzo Vita. 2009. Dynamic SLAs management in service oriented environments. The Journal of Systems and Software 82, no. 5 (May 1): 759.

Cite this Analytical Essay:

APA Format

Business Marketing Relationships (2011, October 28) Retrieved October 22, 2020, from

MLA Format

"Business Marketing Relationships" 28 October 2011. Web. 22 October. 2020. <>