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Copyright, Designs and Patents Act 1988.
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Case studies, scenarios and practical exercises 5
Handling case studies 6
Benefits to participants of the case study approach 6
Participants’ expectations 7
Suggestions for conducting case study sessions 9
Advice for participants 10
Suggested method for analysing cases 10
Writing up case study analyses 12
Solutions and guideline answers 15
Part One Sales perspective 16
Chapter 1 The role of selling 17
Kennelworth Publications Ltd: Preparing to sell 17
Chapter 2 The marketing concept 19
Cato Lifts Ltd 19
Chapter 3 Sales and marketing planning 23
Ask Electronics Ltd: Integrating online and offline sales 23
Part Two Sales environment 27
Chapter 4 Consumer and organisational buyer behaviour 28
The lost sale 28
Chapter 5 Sales contexts 33
Get It There!: Tech start-up 33
Chapter 6 International selling 36
Selling in China 36
Part Three Sales practice 41
Chapter 7 Sales responsibilities and preparation 42
The O’Brien Company 42
Presenting New Standa Plus: The final word in
hydraulic braking systems? 45
Chapter 8 Personal selling skills 48
Mordex Photocopier Company 48
Supermarket versus Superbrand: Cooperate to compete 49
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