For internships and entry level positions I am looking for a general awareness of demand generation processes from awareness, consideration, evaluation, purchase, and post-sale customer relationships. Business grads often share the general information they learned in their marketing classes. Liberal arts students should NOT be discouraged by this. There is so much information on this topic that anyone interested in B2B marketing agencies or corporate roles should thoroughly research this topic. For senior level consultant and director positions I expect significant knowledge and experience to describe the process, as they understand it. This part of the interview can be incredibly interesting and engaging. The ideas a candidate shares can follow the traditional funnel discussion to how customers follow unique paths to buying from companies. I enjoy and respect unique ideas and vision because those are the root of innovation.