Unit IV Case Study
For this assignment read the case study, “Paychex, Inc.,” on page 251 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and well-supported rationale.
1. Describe the core service concept and benefits that Paychex provides to an SMB customer with its payroll outsourcing service.
2. Compile a competitive analysis comparing the marketing strategies of Paychex to at least one of its competitors.
3. Explain how Paychex markets its services, while applying all four elements of the marketing mix.
4. Discuss how the selling process for a service, such as payroll outsourcing, differs from that of a product, such as photocopying equipment. Relate this to all organizational buying complexities, including the long sales cycle, multiple buyers, complex purchase process and the high volume of sales.
Your response should be a minimum of three pages, doubled-spaced. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations. All references and citations used must be in APA style.
Hutt, M.D., & Speh, T.W. (2013). Business marketing management: B2B (11th ed.). Mason, OH: South-Western.