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B2B Brand Management_10

Tham khảo tài liệu 'b2b brand management_10', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 238 Success Stories of B2B Branding IBM Enters the Small Business Marketplace For years the perception many business people had of IBM was that of a big business white shirts and doing things the corporate way. Realizing that small businesses thought of IBM as irrelevant to them the company decided to break down that perception by providing services that appealed directly to small businesses. IBM managed to successfully re-brand itself for the small business marketplace IBM counts small to midsize businesses as 20 percent of its business and has launched Express a line of hardware software services and financing for this market. IBM sells through regional reps as well as independent software vendors and resellers and it supports its small-midsize push with millions of dollars in advertising annually. Ads include TV spots and print ads in publications such as American Banker and Inc. magazine.58 Many companies are systematically measuring customer satisfaction and the factors shaping it. IBM for instance tracks how satisfied customers are with each IBM salesperson they encounter and makes this a factor in each salesperson s compensation.59 IBM s Business Partner program provides a great example of how to get comparable third-party leverage in a B2B complex purchase model. IBM s PartnerWorld program provides extensive support to the channel in key value-added areas such as marketing and sales education and certification technical support and customer financing. Partners can access this support on-line over the telephone or through their channel sales manager. All of these investments are designed to help the channel understand the IBM brand and better promote IBM s products and services even though many IBM Business Partners also partner with Sun Dell and EMC.60 Visionary companies hold a distinctive set of values from which they do not deviate. IBM has held to the principles of respect for the individual customer satisfaction and continuous quality improvement .