MNM2604 Assignment 2 Semester 2 2024 | Due 17 September 2024
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Course
Business to Business Marketing (MNM2604)
Institution
University Of South Africa (Unisa)
Book
Business to Business Marketing
MNM2604 Assignment 2 Semester 2 2024 | Due 17 September 2024. All questions answered with references.
INTRODUCTION
You must provide an introduction for your assignment and highlight issues that will be discussed in the assignment.
QUESTION 1.1
Describe the four (4) types of business-to-busin...
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You must provide an introduction for your assignment and highlight issues that will be
discussed in the assignment.
Introduction
In today's highly competitive business environment, effective decision-making in
business-to-business (B2B) transactions is crucial for maintaining a competitive edge. Europcar, a
leading car rental company in South Africa, faces various strategic decisions as it seeks to expand its
operations and enhance its service offerings. This assignment explores key aspects of B2B marketing
and purchasing strategies that Europcar must consider. Specifically, it delves into the types of B2B
customers Europcar can target, the stages of the B2B buying process relevant to purchasing a new
fleet of vehicles, and the different types of buying decisions that Europcar should evaluate.
The assignment begins by identifying and discussing the four types of B2B customers that Europcar
can approach for car hiring services, as well as determining the category under which Europcar falls.
Following this, the six stages in the B2B buying process are examined to provide Europcar with a
structured approach to purchasing new vehicles. Finally, the three types of buying
decisions—straight rebuy, modified rebuy, and new task—are discussed in the context of Europcar's
operational history and future needs. Through this comprehensive analysis, the assignment aims to
offer practical and theoretical insights to guide Europcar’s strategic decisions in expanding its fleet
and maintaining its market position.
Question 1
1.1. Describe the four (4) types of business-to-business customers that Europcar can approach
for car hiring services (3 marks each for theory discussion of the two categories). Under which
one of the two categories does Europcar fall? Justify your answer based on the case study (3
marks for practical application). A poor discussion of the theory without in-text referencing or
incorrect referencing will result in loss of marks. Poor or a lack of practical application will
result in loss of marks.
In the context of business-to-business (B2B) marketing, there are four main types of customers that a
company like Europcar can target:
Producers (Commercial Enterprises):
Producers are businesses that acquire goods or services to produce other goods and services. They
transform raw materials or semi-finished goods into final products. For instance, a car manufacturer
might lease vehicles from Europcar for their executives or sales team. These vehicles are integral to
the company's operations but are not the final product they sell.
Reference: "Producers acquire goods, such as raw materials and semi-finished and finished
items, from other businesses. They then utilise and transform these goods into sellable products
to make a profit" (Cant & Makhitha, 2020, p. 4).
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