Personal selling is less important for supplies than it is for other categories of goods,
such as installations.
Since purchasing managers are evaluated and rewarded on the basis of cost savings
generated, why are they often willing to overlook the low-price supplier in favor of a
higher-priced supplier that offers superior logistical service? Can they justify this on a
cost basis?
Answer:
n/a
Dell Computer entered into a strategic alliance with Lexmark, a producer of printers
and ink cartridges, to provide a more direct challenge to Hewlett-Packard (H-P)the
market leader in printer and cartridge sales. Clearly, this will take time and a well
conceived strategy by Dell because H-P has about 50 percent market share in printer
sales and a huge installed base of printer customers around the world. For this strategic
initiative in the printer business, describe how Dell might use a strategy map to
illustrate objectives, targets, and strategies as well as measures it might use to assess its
performance in this new business.
Answer:
n/a
The composition of the marketing strategy center is neatly prescribed on the
organizational chart.
A medium-sized industrial firm plans to significantly expand their operations next year,
and they are considering a change in channel structure. Discuss five (5) questions you
would ask them to help you determine whether they should use their own sales force,
reps, or industrial distributors.
Answer:
n/a
What are the two components that determine perceived risk in purchase decisions?
Please describe some of the characteristics of the buying center and decision-making
process when perceived risk is high. What actions should a salesperson take when
selling to an organization when perceived risk is high?
Answer:
n/a
How do conditions differ in hypercompetitive environments as opposed to traditional
markets? How can business marketers create and/or use hypercompetitive rivalries to
their advantage and how can they predict the reactions of their competitors to their
pricing actions?
Answer:
n/a
When the sales resource opportunity grid indicates a low PCU and a high PCU sales
organization strength, the firm should invest a moderate level of sales resources to keep
current position strength.
What are the differences between a sustaining and disruptive innovation? Explain the
differences in creating new-growth businesses represented by sustaining innovations,
low-end disruptions, and new market disruptions.
Answer:
n/a
Relationships between business marketers tend to be close and enduring.
Why is training so important to selling organizations? What are some of the keys to
effective salesperson training programs?
Answer:
n/a
Consider a small manufacturing firm that does not have the resources or ability to hire
their own sales force. As this firm considers hiring distributors and manufacturers’
representatives, what factors should they use to determine whether to hire distributors,
reps, or both?
Answer:
n/a
Jim Craig, a marketing manager at a communications equipment firm, was enthusiastic
about the prospects for the new, upgraded model of the Apex tester. The previous two
models were quite profitable and a marketing research study clearly identified the
improvements that should be embodied in the new model. Key market segments wanted
a lighter more compact system and one that could handle a wider range of equipment
test functions. Given the strength of the firm’s R&D and manufacturing capabilities and
the “can do” attitude that prevailed in the organization, Jim was confident that the
model could be designed to incorporate the new upgrades and meet the planned target
to release the new model in fifteen months. To his surprise, however, R&D and
manufacturing vigorously resisted his proposed modification. In the end, the Apex
tester was released on schedule, embodied the attributes isolated by marketing research,
and was a glowing market success. Why do managers who represent different
functional areas often see things differently and clash over the appropriate strategic
course? What steps can marketing managers like Jim take to minimize cross-functional
conflict while serving as a strong advocate for the consumer?
Answer:
n/a
New-product-development efforts for existing businesses or market-development
projects for the firm’s present products are the outgrowth
of____________________strategic initiatives.
Growth, sustain and ____________________ are three stages of a business that are
isolated and linked to appropriate financial objectives.
An industrial firm’s first encounter with an overseas market usually involves the
formation of a wholly-owned subsidiary in another country.