What Does Branding Mean for a B2B Business Such as IBM

question 13

Essay

What does branding mean for a B2B business such as IBM? Does IBM have emotional and social branding activities, or is it just focused on making faster and better computers and software? How does this compare, say to Oracle or Microsoft?

Contrast different marketing eras to appreciate the evolution towards the current focus on customer satisfaction and relationships.

Describe the strategic elements of a marketing mix (product, price, place, promotion) and their role in marketing planning.

Explain the concept of utility in marketing and how different types of utility contribute to customer value.

Identify the components of a company's marketing plan and how they guide strategic decisions.

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Definitions:

Applied Research

focuses on applying existing scientific knowledge to solve practical problems and develop new technologies or techniques.

Business R&D

Research and Development (R&D) activities undertaken by businesses to innovate and develop new products, services, or processes.

Innovation

The introduction of new ideas, products, or methods, often leading to enhancements in efficiency, productivity, or quality.

Basic Research

Research conducted to increase fundamental knowledge and understanding, without specific applications in mind.