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Marketing: Building Profitable Customer Connections

Chapter Eleven
Marketing: Building Profitable Customer Connections
Reality TV PPT Clip: Startup Junkies
Anthony, a sales executive with Earth Class Mail, is featured in this video.  Anthony makes sales
presentations to prospective customers.  His sales presentations involve direct telephone
conversation with a potential customer while both he and the customer view other sales
presentation materials online.  Through coaching and guidance, James, the VP of sales, works
with Anthony to help him fine-tune his sales presentations and email sales proposals.  Anthony’s
sales activity goal is to present Earth Class Mail solutions to four new companies per day; his
sales goal is to secure four new sales per week.
© Cengage Learning
Watch for and Ask Yourself
1. Products provide utility in a variety of ways, including form utility, time utility, place utility,
and ownership utility.  Which forms of utility should Anthony’s sales presentation emphasize
in order to increase his chances of making a sale?
2. What strategic component of the marketing mix is addressed most directly with Anthony’s
sales presentation?
Chapter Fourteen
Management, Motivation, and Leadership: Bringing Business
to Life
Reality TV Company Clip: We Mean Business
Bill Rancic, an entrepreneur working with the “We Mean Business” team, visits The Sensitive
Baker, a gluten-free bakery owned and operated by Sandee.  Rancic identifies three major
problems with The Sensitive Baker’s operations.  First, Sandee is way over her head in debt but
she has not informed her husband of their precarious financial situation.  Second, at least some of
the employees are slackers and have an attitude problem.  Third, The Sensitive Baker produces
great gluten-free baked goods but it needs to move toward mass marketing of its product line.
© Cengage Learning
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1. How do The Sensitive Baker’s three operational issues relate to the managerial functions of
planning, organizing, leading, and controlling organizational resources?
2. The text states that “standout managers motivate others to reach for their best selves.”  Does
the fact that Bill Rancic believes that some of The Sensitive Baker’s employees are slackers
and have an attitude problem indicate that Sandee is a poor manager?
3. How do the broad leader activities of directing and inspiring relate to the three operational
issues identified by Bill Rancic?
Chapter Fifteen
Human Resource Management: Building a Top-Quality Workforce
Reality TV Company Clip: We Mean Business
Wagville Dog Day Care, owned by Julie Shine, is not realizing its revenue and profit potential.
Bill Rancic, an entrepreneur working with the “We Mean Business” team, advises Shine that she
needs to promote revenue growth and deal with employees whom he believes are not committed
to or sincere about the company.  Rancic also advises Shine to hold an 8:00 a.m. Saturday
morning meeting to discuss the business situation and to ascertain who, among the employees,
wants to grow and succeed with the company, and who does not.  Shine, being skeptical about
how many employees will show up, is pleasantly surprised when a most employees come to the
meeting and do so on time.  Rancic explains that the “We Mean Business” team is working with
Wagville to rectify the situation facing the company.  Those employees who don’t want to
cooperate and be leaders will be terminated.  Those employees who do commit to the company
will have an opportunity to increase their income through a new supplemental commission
program that is intended to stimulate sales.
© Cengage Learning
What to Watch for and Ask Yourself
1. Which human resources functions are relevant to the situation that confronts Julie Shine at
Wagville Dog Day Care?
2. Bill Rancic believes that some of Julie Shine’s employees are not committed to the company
and should be terminated if they are unwilling to change.  In terminating employees, what
legal considerations, if any, must Julie be sure to address?
Chapter Sixteen
© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Managing Information and Technology: Finding New Ways to
Learn and Link
Reality TV Company Clip: We Mean Business
This video features the “We Mean Business” team reviewing the operations of Dr. Lou’s Spinal
Fit practice.  A central focus of the video is an evaluation of technology use in Dr. Lou’s office
with regard to bookkeeping, communications, and seminar presentations.  Also central to the
video are the recommendations of the “We Mean Business” for making Dr. Lou’s practice
operate more like a business, primarily through improved use of technology.  One key
recommendation is to teach Dr. Lou how to use technology to sell himself and his services.
Another key recommendation is for Dr. Lou to present his seminars in-house rather than at
different venues around the community, and to support the in-house seminars with refurbished
physical facilities and appropriate technology.
© Cengage Learning
What to Watch for and Ask Yourself
1. How can information technology benefit the operations of Dr. Lou’s Spinal Fit practice?
2. Given the current state of Spinal Fit’s information technology usage, would cloud computing
be a viable approach for Dr. Lou to pursue?

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