A manufacturer of affordably priced printing and document management equipment for large offices is introducing a new high-end product. However, some in the sales force have significant reservations about the new product and, in particular, the objectives management has set for selling it. Also, one of the top sales representatives wonders about the potential ramifications of management’s decision to suddenly shift its marketing strategy to now position the company as a high-quality, premium cost provider.
Students and others can purchase this case by clicking here.
Information For Educators:
Eligible educators can request a Free Educator Review Copy of this case by clicking here.
Potential Discussion Topics:
marketing strategy, personal selling, sales management, introductory marketing principles, customer buying behavior