The management of Wittenborg University of Applied Sciences asks you to become Wittenborg’s Chief Marketing Officer (CMO) and to help Wittenborg enter an exciting new market: corporate education! In this new B2B market, Wittenborg will offer customized marketing, finance and management workshops and training programs for junior managers in large companies located in Amsterdam.

Of course, this is a completely new market for Wittenborg: traditionally it has focused on B2C markets, i.e. on individual consumers such as yourself. Entering a B2B market would presumably require a different marketing approach.

Explain how you would ‘convince’ such large companies to become Wittenborg clients. In your answer, include at least the following perspectives:

• B2B buyer decision making process

• Market segmentation

• Unique Value Proposition

• Marketing strategy

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