 We discussed the 3 alternatives in Decision making for Dell computers.

The
advantages and disadvantages of in-house servicing, sourcing the service to Decision
one and sourcing it to IBM. The significance of IBM was understood through its 4
aspects of sales
 Conceptualising the service product in the context of Dell Computers: Customer
Benefit concept (the large server should not breakdown), Service Concept (On-time
service), Service Offer – this contains details regarding the service like who, what,
when, where and whom and service delivery system – this highlights how the service
has to be provided
 Service Wrapper: Information control, Quality control and Relation control. These are
the aspects that Dell considered important and didn’t want to give up in the event of
outsourcing its service. We discussed how important these factors were for a firm like
Dell.
 We discussed the importance of branding in a B2B business through Jindal case. How
important is brand identify to generate sales and brand equity.
 Customer Based brand equity pyramid

Salience – To develop deep brand identity

Performance, Imagery – To establish a unique brand identity by highlighting the differences
Judgements, Feelings – Employing marketing programs to elicit positive brand experience
Resonance – Building brand relationship with loyal customers
The left side of the pyramid focusses on B2B marketing where the right side focusses on B2C
marketing