個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Reliable Equipment Ltd.: The Popcorn Predicament
內容大綱
This B2B role play case and the six role play supplements describe an account manager's seven month sales process and the customer's buying process that led to a lost order. It is an excellent case to explore organizational buying behaviour, the discipline of the selling process and the management of sales resources (time) as an asset. It can be included in an introductory marketing course at the MBA or undergraduate level. It is equally effective for executive development. It also fits in a B2B marketing course to explore organizational buying behaviour, or in the introduction module in a sales management course.