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CASE STUDY 1 For this assignment, read the case study...

CASE STUDY 1 For this assignment, read the case study...

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CASE STUDY 1 For this assignment, read the case study, "IBM Challenge: How to Serve a Diverse Mix of Demanding Customers," onpage 91 of your textbook

CASE STUDY 1
 
For this assignment, read the case study, "IBM Challenge: How to Serve a Diverse Mix of Demanding Customers," onpage 91 of your textbook.
Once you have read and reviewed the case scenario, respond to the following questions withthorough explanations and well-supported rationale.
1. Describe how IBM should develop a portfolio of relationship strategies to meet the needs of its diverse B2Bcustomer 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 bereflected 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 three pages, double-spaced. References should include your textbook plus aminimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrasedand quoted material must have accompanying citations. All references and citations used must be in APA style.
 
CASE STUDY 2
For this assignment, read the case study, "Paychex, Inc.," on page 251 of your textbook.
Once you have read andreviewed the case scenario, respond to the following questions with thorough explanations and well-supported rationale.
1. Describe the core service concept and benefits that Paychex provides to an SMB customer with its payrolloutsourcing service.
2. Compile a competitive analysis comparing the marketing strategies of Paychex to at least one of its competitors.
3. Explain how Paychex markets its services, while applying all four elements of the marketing mix.
4. Discuss how the selling process for a service, such as payroll outsourcing, differs from that of a product, such asphotocopying equipment. Relate this to the organizational buying complexities, including the long sales cycle,multiple buyers, complex purchase process and the high volume of sales.
Your response should be a minimum of three pages, double-spaced. References should include your textbook plus aminimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrasedand quoted material must have accompanying citations. All references and citations used must be in APA style.


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