business to business marketing 2


read the case study, “IBM Challenge: How to Serve a Diverse Mix of Demanding Customers,” attached below. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and well-supported rationale.

  1. Describe how IBM should develop a portfolio of relationship strategies to meet the needs of its diverse B2B customer groups. How might this be different than a company that services a B2C group?
  2. With IBM, different customer groups are more costly to serve than others. How should such cost differences be reflected in the particular relationship strategies that IBM follows?
  3. What strategies can IBM implement in order to increase the switching costs of customers in Group B or Group C?
  4. Since IBM is already enjoying profits from Group A, how might the company increase the profits that it derive from Group B and Group C? Are there any ethical implications? If you believe there are not any ethical implications, defend your position.

Your response should be a minimum of two pages, double-spaced. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations. All references and citations used must be in APA style.

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