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Successful Selling of Complex Products Such as Computer Software Requires

question 35

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Successful selling of complex products such as computer software requires excellent salespeople.Lack of quality service in the marketplace led Alan Hall,head of a small computer networking company,to open Technology Advancement Corporation in 1988.Today,Technology Advancement is a national field marketer with several divisions.The bulk of its business involves training and educating salespeople on the features,benefits,competitors,and market potential of Technology Advancement's clients' products.To date,Technology Advancement has focused on computer software and hardware makers and has launched most of the marquee names in the industry: Novell,Lotus Development,IBM,Microsoft,Apple Computer,Hewlett-Packard,Motorola,Intel,and Xerox,as well as smaller firms.
Here's how the Technology Advancement client relationship works for training.A marketer hires the company to promote its product or to launch a new product,and Technology Advancement assigns a team exclusively to that client.The team gathers,usually at a ski resort,and the client comes in for the training.The training starts with explaining how to use direct communication with a prospective purchaser and how it fits the company strategy and differs from sales promotion.Latest developments in the selling process are explained with special emphasis on networking,follow-up strategies,and post-purchase customer service.Many computer giants have reported that this type of training program has significantly improved their business.
-Refer to Kraft Foods.Mallory,a junior salesperson for Kraft,has been given a list of all grocery retailers in her region.She has been instructed to call each number on the list and see if the respondent is interested in stocking several new Kraft product lines.What is Mallory doing?

Definitions:

Exercise Price

The price at which the holder of an option can buy (in case of a call option) or sell (in case of a put option) the underlying asset.

Call Option

A financial contract giving the buyer the right, but not the obligation, to buy an asset at a specified price within a specific time.

Expiration

The end of the effective period of a contract, policy, or agreement, often referring to options, futures, or insurance contracts.

Grill Parts Kit

A set of components used for the maintenance, repair, or assembly of a grill.