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.
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Potential Discussion Topics:
marketing strategy, personal selling, sales management, marketing promotions, business buying behavior