B2B marketing

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What marketing research should be considered to aid a companys B2B integrated marketing communcation program? Include an example with your explanation.
Businesses are advised to price products according to the value the products provide the customer. but rarely do business customers come right out and tell a selling firm what the value is to them. Identify a marketing research tool that could be used to help define the dollar value of product benifits for a business customer. Explain.

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