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B2B Marketing: Applied Steel developed a new product for the company's corporate buyers. However, the product did not sell as projected. From the case study:
B2B Marketing: Applied Steel developed a new product for the company's corporate buyers. However, the product did not sell as projected. From the case study:
a) Who are the buyers of Applied Steel products?
b) How could Applied Steel have avoided the product flop? (When answering the question, think about the steps of the B2B buying process)
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