Description

Answer these 2 questions: this is a UK end of term paper, 4th year degree. Must get 80% grade.

Q1) Define servitization and, using real-life examples and relevant literature, evaluate the growth in its use in B2B markets and its potential benefits and challenges at the different stages.

Q2) Define Key Account Management and explain the role of the key account manager in the development of relationships within an organisation drawing upon examples.

Each one must be 1100 words.

Refer to the topics and core readings docs.

Brennan, Canning and McDowell (2020) – Ch 1 “Business-to-Business Markets and Marketing”

YOU MUST use references, models and academic material from the core and supplementary readings attached – see Servistisation and Kam docs.

You may also use additional sources and references of your own but must use the sources below.