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On January 2, 1983 Pepsi-Cola United Kingdom had to develop a plan to defend its successful Diet Pepsi brand against the about to be introduced diet Coke. Contains useful material on competitive behavior and on U.S. versus U.K. consumer behavior.

Supplements the (A) case.

Supplements the (A) case.

A sales task is clear if sales result from a salesperson's efforts to sell, if performance feedback is timely, and if that feedback is accurate. Management has four areas in which it must try to be clear--deployment, account management, information systems, and field sales management. The more specific the account coverage, the better. Hence, limiting the number of accounts for each salesperson is recommended. Field sales managers can use management by objectives, performance appraisal, and monthly reviews to encourage their salespeople to do their work effectively.

In May 1983 Ms. Katherine O'Brien, vice president of marketing, was deciding whether Jamestown should discontinue the use of independent representatives in favor of a direct company salesforce. Jamestown sold informal stoneware dinnerware through department and gift stores. A rewritten version of an earlier case.

Supplements the (A) case. A rewritten version of part of an earlier series.

Supplements the (A) case. A rewritten version of part of an earlier series.

The new district sales manager for a tool company must determine how to get his district "back on track." The case presents various qualitative and quantitative information on the salespeople. Teaching objectives include the specification of the tasks of a district sales manager and the sales analysis helpful to him in his job. A rewritten version of an earlier case series.

Cost pressures and the need for increased flexibility in marketing programs give rise to new communications approaches that include national account management, demonstration centers, telemarketing, and improved forms of catalog selling. The four major steps for developing an effective program include careful analysis of communications costs, precise specification of communications needs, formulation of a creative and coherent program, and meticulous monitoring of the total system.

Supplements the note.

Introduces Video 2.

Introduces Video 1.

A study indicates four factors which individually and in combination greatly affect salesperson motivation: the nature of the task; the personality, particularly the strength of the salesperson's need for achievement; the type of compensation plan; and the quality of management. Why the four variables work together is unclear; they do, however, continually impact each other.

Poland Spring is a small domestic bottler of mineral water trying to compete in a rapidly expanding market against Perrier, the dominant brand, and 20 other foreign and domestic waters. Company management must decide how to position and promote its product with limited resources. An excellent case to force decision making on consumer marketing strategy.

Cumberland Metal Industries has developed a new product to help contractors drive piles faster. They are trying to decide how to price it. Provides substantial information on the industry, competition, etc. Students must decide what factors are relevant in making an industrial pricing decision. Decisions must also be made about promotion and distribution channels. Software for this case is available (9-589-528).

Spreadsheet supplement for case 580-104.

Companies achieve marketing success by being active in profitable markets, concentrating on doing important tasks well, and doing these tasks well consistently. The identification of points of leverage in a market depends on the relationship between manufacturing and marketing. The degree of product customization directly influences the manufacturing, inventory, and sales functions. Consistency of purpose and strategy in the product, pricing, communication, and marketing channels yields a synchronized effort which results in a successful production/marketing effort.

Industrial marketers should set prices according to their customers' perceptions of product benefits and costs. Because price defines a product market, price should be seen as one of the product's several critical performance attributes. Industrial marketers must manage product planning and pricing simultaneously, taking maximum advantage of the company's cost structure and building on the company's competitive competence.

Designed as a class hand-out after discussion of the (A), (B), and (C) cases.

Designed as a class hand-out after discussion of the (A) and (B) cases.