IBM's "Big Blue" nickname used to be on the lips of any computer buyer, from laptops and desktops machines to mainframes.By the early 1990s, the company's sales had plateaued which caused the firm to investigate what was changing.Because the name was familiar, many people do not realize that most of IBM's revenues come from business customers, not individual consumers.Its business is much more than selling personal computers.IBM's core business is "delivering insights and solutions to customers' data and information technology problems." IBM is now the most valuable Business-to-Business brand in the world, valued at $94 billion, about 50 percent more than number two brand, G.E.IBM grew by partnering with its business customers, striving to understand their unique needs, and providing superior value.Business customer buying decisions are made within the framework of a strategic, problem-solving partnership.

(a)What are IBM's business customers looking for when committing to work with IBM? .(10 marks)

How does IBM's marketing and sales to business customers differ from working with its individual consumers?