Unit 2 Discussion 2 – Consumers

This assessment addresses the following course objective(s):

  • Compare and contrast the ways that a company can create brand identity.
  • Assess internal and external communication needs as they relate to the marketing function.
  • Assess challenges for a domestic company marketing globally.


Answer the following question:

Someone who works in a company is also a consumer at home. How does what you already know about how consumers buy relate to what you would expect those same people to do at work when making a purchase?

Please be sure to validate your opinions and ideas with citations and references in APA format.

Peer Response:

Consider a company where marketing and sales are two different departments. Their customers are other businesses. Using both the buying center and buying process, compare and contrast what the marketing department and salespeople.

Estimated time to complete: 2 Hour

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