Consider some of the consumer behavior topics for business-to-consumer (B-to-C) marketing mentioned earlier. How might you apply them to business-to-business (B-to-B) settings? For example, how might noncompensatory models of choice work? Mental accounting?
For this question, we are going to give out some pointers in applying certain consumer behaviors concerning business-to-consumer (B2C) marketing such as noncompensatory models of choice and mental accounting to business-to-business (B-to-B) marketing.