MGT 103 Marketing Eberhard Final Exam MGT 103 Marketing Eberhard Final Exam Questions And Answers
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Module
MGT 103
Institution
MGT 103
MGT 103 Marketing Eberhard Final Exam
Questions And Answers
Mettle A person's ability to cope with difficulties or to face a demanding situation in a
spirited and resilient way
The Sales Message I Opener
II Fact Finding/Questions
III FAB (Feature/Advantage/Benefit) - The Message
IV Handlin...
MGT 103 Marketing Eberhard Final Exam
Questions And Answers
Mettle A person's ability to cope with difficulties or to face a demanding situation in a
spirited and resilient way
The Sales Message I Opener
II Fact Finding/Questions
III FAB (Feature/Advantage/Benefit) - The Message
IV Handling Objections
V Close/Commitment
Making the Sales Call III Presentation (body) of Product/Service (FAB)
1. Customize based upon your learnings, but
2. Trust the "flow" of the sales piece (tested)
3. Use visuals (always)
4. Features/Advantages/Benefits (FAB)
- creating value in minds of customer (remember - people love to buy, but hate to be "sold")
Feature/Advantage/Benefit (FAB) Creating value in the mind of your customer
, MGT 103 Marketing Eberhard Final Exam
Questions And Answers
Feature (Fact): What the product does.
Advantage (So what?): How is it different/better?
Benefit: What this means for you. Don't sell on price, sell on value/benefit.
Professional salesperson will be in a conversation where you don't even know there's a
sale going on. Listen and fabricate and create values for them.
prof: didn't buy a tesla for green emissions, he bought it cause that's where the world's going.
Management Case Study #1: Brook Lodge, MI 1993 Health Care Reform
- Hillary Clinton appointed chiar, Health Care reform (bill clinton was president)
Prof: Upjohn Co. charged him with pulling together educational summit. Get info in 10 days and
come back.
Management Case Study #1: Brook Lodge, MI p2 Who do we bring?
Keynote speaker- lead MD to Ms. Clinton's task force.
, MGT 103 Marketing Eberhard Final Exam
Questions And Answers
Most important physicians in the country. Pay them, educate them. Cover a very controversial
topic.
Management Case Study #1: Brook Lodge, MI p3 She said: there are different levels of
healthcare, decided by where you trained.
What's distasteful: foreign physicians flooding into America and treating Americans with
mediocre education.
50% of the audience is foreign...
grumbling.
Boss tells prof that he needs to tell her that she made a mistake and must apologize.
She has two words: screw you.
Management Case Study #1: Brook Lodge, MI p4 Do you align with the lead MD (who
knows Hillary Clinton and could make bad things happen to us?), or with the customers?
*THE CUSTOMERS*
, MGT 103 Marketing Eberhard Final Exam
Questions And Answers
Lecture 12 Wed Nov 7
Pricing Regardless of the factors involved, the price of a product or service must *cover
the costs* of the product/service as well as *earn a reasonable profit*
New Product-line extension
The CEO could ask for: - Price as an indicator of value.
- Value pricing.
- Profit equation.
- Pricing objectives.
- Pricing constraints.
- Estimating demand.
- The demand curve.
- Marginal revenue curves.
- Elastic demand.
- Marginal analysis and profit maximization.
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