During the COVID-19 pandemic, B2B continues, but in a different way.
How companies buy from and sell to each might change permanently. To thrive in the next normal, B2B companies will need to continue adapting to the new economic reality.
Read this McKinsey article and answer the questions below.
1.1 Explain the terminology Business-to-Business (B2B).
1.2 Mention eight or more features of B2B selling.
1.3 What is meant with “a B2B decision maker”? Explain.
1.4 Write down the three main conclusions of the McKinsey survey.
1.5 What does McKinsey do? Put in writing what kind of company McKinsey is, what they do and why McKinsey is a well-known source to decision makers worldwide.
1.6 Have a look at the Germany details of the survey. What is meant by ‘end-to-end selling’?
2.1 Which factsBeing able to know whether something is fact or opinion, is very important when reading news or watching an advert for example.
• A fact is something that can be proved to be correct.
• A… Read more can you find that prove the McKinsey survey to be reliable? Please mention factsBeing able to know whether something is fact or opinion, is very important when reading news or watching an advert for example.
• A fact is something that can be proved to be correct.
• A… Read more, not opinionsBeing able to know whether something is fact or opinion, is very important when reading news or watching an advert for example.
• A fact is something that can be proved to be correct.
• A… Read more.
2.2 The first outcome of the survey is that B2B customers prefer to interact more by digital means with sales professionals. Before COVID-19 B2B customers had contact with the sales professionals by “traditional interactions”. Now, compare “digital interaction” with “traditional interaction”. Which three differences do think are essential?
2.3 According the survey “customers want digital self-service tools”. Three examples are mentioned. According to you, what is the similarity between the three tools? Motivate your answer.
Discover whether you master the essence of this case by completing the corresponding core assignments. If necessary, you can share your answers with your teacher or supervisor.
