Marketing
The Dow Chemical Company serves a diverse set of customers in the business market.
Customer group A demand a wide variety of services in addition to high quality chemical products. These customers value the relationship with Dow Chemical and are willing to pay a premium for product and service quality.
Customer group B wants high quality chemical products but, most of all, they want a rock bottom price and choose suppliers on that basis.
Customer group C demands a quality product and extensive service support but wants all of this for a “rock bottom” price. These customers will freely switch from one supplier to the next.
Describe relationship strategies the Dow Chemical Company can adopt to deal with the needs each of the customer groups.