One professor was known for never teaching the same course the same way twice.
Which difference between a product and a service does this represent? How could the
professor use this to his or her advantage?
Coastal Glass Company provides bottles to the major beverage companies in the United
States. Coastal knows it needs to build partnering relationships with each of the
beverage companies, and the beverage companies know that Coastal is important to
them. What will both sides need to do to build and maintain a partnering relationship?
Imagine that you are a sales representative for IBM, selling consulting services. Which
of the four types of buying center cultures do you think it would be easiest to sell to?
Using the characteristics of the buying center culture you chose, explain why it was
your choice, and how you would approach selling to that type of buying center.