Homework: Business to Business Marketing
• Using the customer-based brand equity framework as a guide, describe the distinctive components of Apple's brand strategy.
• Identify two business-to-business brands that you would deem to be strong and distinctive. Next, describe the characteristics of each brand that tend to set it apart from rival brands.
• The breakthrough products for many companies did not emerge from the formal new product development process. Instead, they were championed by a few resourceful employees. For the company DELL, what steps could they take to motivate and support corporate entrepreneurship?
• Describe how Marriott might employ lead user analysis to better align its properties and services with the needs of the executive traveler.
• New industrial products that succeed provide clear-cut advantages to customers. Define product advantage and provide an example of a recent new product introduction that fits this definition.
Format your homework according to the give formatting requirements:
• The answer must be using Times New Roman font (size 12), double spaced, typed, with one-inch margins on all sides.
• The response also includes a cover page containing the student's name, the title of the homework, the course title, and the date. The cover page is not included in the required page length.
• Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.