Marketing drives sales, and everyone knows it. That’s why marketing has been so popular as a major for several years now.

However, marketing students often complain that they have to study a lot. Indeed, it requires balancing theory and practice while focusing not only on books but also on consumer psychology.

That’s why it is often so difficult to pass a marketing exam. The tasks require students to not only demonstrate their knowledge but also go the extra mile and be creative in building marketing strategies. After all, we wouldn’t get tricked by marketing if it was not developing and relying on innovations.

Some students require help with their marketing exams. Essay writers from EssayHub can help you if you provide them with enough resources and instructions to complete the task. They typically not only help to write an essay but also help students with problem-based assignments and exams.

However, what if you can’t take your exam sheet home? What if you have to work on it in class? No worries, below, we offer some interesting facts on B2B marketing and effective decision-making. These notes will definitely help you pass an exam.

Affective Consumer: Who Is This?

An affective consumer can’t think straight. Their “rational” and “emotional” cognitive processes are in disarray. They interact in a potential game, but the outcome is a pure Nash equilibrium.

People are very much affected by intuition, emotions, needs, external circumstances, and their attitude to money when they buy things. That means that their decision-making – or their reasoning – can be easily affected.

That is what skilled marketers are trying to do. They seek affective and rational approaches to impact purchasing behavior and trick consumers into buying. Studies prove that this is possible by studying customer behaviors, needs, trends, and desires and approaching them at the right time.

Have you ever heard of emotional buying?

This is basically what happens when affective reasoning takes analytical decision-making over. For example, if a customer knows that they have a shorter timeframe to make a decision, or if the circumstances force them to act fast, they are more inclined to buy.

This is a strategy very often used by SME marketers. They offer certain products at a discount, informing potential buyers of a limited offer. Customer’s decision-making is affected. In the heat of the moment, they do not analyze the price/quality ratio. They only wonder if they can catch up with the promo.

Another tool marketers use to impact customers is their psychology. They study customers’ behavior and choices to ensure the marketing model is effective and makes people want to buy. For example, do you feel inclined to order an essay after reading essay review on a reputable site? We bet you do. Or another example: cheaper products in the supermarkets are placed lower than those whose price is higher. People are typically too lazy to check the prices of the products on the lower shelves. It is much more convenient to grab whatever is on the shelves right in front of them.

Key Aspects of Affective Consumer and B2B Marketing

B2B Marketing

Affective consumers are very common, even for B2B sales. Sometimes, even established companies fall right into the trap of skilled marketers looking to expand their company sales.

Let’s remember that B2B marketing has no individual customers. The purchasing occurs between two independent companies. Yet, marketing is still needed to make the client aware of the product offering and the price.

B2B marketing is done on various levels from sales reps to C-level executive visits. However, most deals are closed thanks to proactive networking and event organization, Various tradeshows, seminars, and outreach campaigns are usually targeted at people representing business rather than individual customers.

Another way to affect institutional buyers is by creating content geared towards companies and organizations. As a customer, do you feel more convinced to buy if you read an independent review of the product? B2B marketing mechanisms use the same tactics toward institutional decision-makers.

However, typically B2B marketing strategies are more complex as they require you to keep abreast of new marketing techniques and learn from real-life industry best practices. It’s not that easy to acquire a large account in such a competitive world.


Students who learn marketing have a certain kind of power over people. They know how to use habits, behaviors, and psychology to make people buy products.

Yet, all the academic hurdles that students usually experience are common for marketing students as well. They need to pass exams, write essays, and present their research in the most creative way.

What’s more, exams usually test their ability to think rather than just study. It’s not enough for a marketing student to learn a chapter in the book. They are usually tested with case studies, requiring them to demonstrate their knowledge in practice and think critically.

Nonetheless, marketing students can now get all kinds of help online. If you struggle with writing assignments, just hire a professional to assist you. To pass in-class exams, however, you need to make a substantial effort.