Marketing Management

Explain how distance in cross-cultural buyer–seller negotiations can be reduced.

1. Dell has entered into a relationship with IBM’s Global Service Division. Under this agreement, IBM will now provide the service support for Dell’s big customers. Evaluate the benefits of the relationship to Dell and IBM.

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2. Relationships often involve more than the salesperson and a purchasing agent (‘bow-tie’ model). Often, both a whole selling team and a whole buying team are involved. Describe the interactions between buyer and seller in the ‘diamond’ model.

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