Below is an article that describes three examples of successful B2B marketing campaigns. Identify and explain which market it operates in (industrial, reseller, or government)

Explain the market and product or service characteristics.

Xerox uses humor to drive rebrand.

Xerox is no longer just about hardware, and it is using a marketing campaign called Work Can Work Better to highlight its business services, which now make up a significant portion of its revenue.

"The campaign goal is to evolve the Xerox brand in a way that more accurately reflects the role Xerox is playing in the world today," says CMO John Kennedy, in an interview withAdAgeabout the campaign. "Xerox has universally been associated with one specific category, which is all about the technology. The business has evolved into one of the largest business-services providers, competing with IBM, Accenture and other business-service outsourcing firms."

Humor plays a major role in the campaign, which includes TV spots, print ads and even a rebrand of the company website. The 30-second TV ad shows a business executive in various settings being bombarded by jargonincluding the cringe-worthy "bigger data." Finding the right solution shouldn't be so much work, according to the ad, and that "Work Can Work Better."

So far, the Xerox campaign seems to be working, gaining positive coverage from publications likeDigiday,ForbesandMediaPost. The campaign's main video on YouTube has accumulatedalmost 1.7 million viewswithin four months.

Answer rating: 100% (QA)

The market in which Xerox operates with its Work Can Work Better campaign is primarily the industria... View the full answer