Instructor’s Manual
Selling and Sales
Management
Ninth edition
David Jobber
Geoff Lancaster
, Contents
Chapters Pages
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
Additional cases 14
Solutions and guideline answers 15
Chapter 1 Development and role of selling in marketing 16
Mephisto Products Ltd 16
Telcontar* 19
Chapter 2 Sales strategies 22
Welsh Lamb & Beef Promotions* 22
Auckland Engineering plc 26
Flying High* 28
Chapter 3 Consumer and organisational buyer behaviour 30
The Lost Computer Sale 30
Chapter 4 Sales settings 33
Xstreammedia* 33
Yee Wo Plastic Piping Components Ltd 38
Gardnov Limited 39
Allwarm Knitting Limited* 43
Quality Chilled Foods Ltd 50
Chapter 5 International selling 51
Selling in China 51
Syplan 53
Wardley Investment Services (Hong Kong) 54
Sapporo (Hong Kong) Ltd* 56
Quality Kraft Carpets Ltd 58
Chapter 6 Law and issues 60
,Kwiksell Cars Ltd 60
ChevronTexaco cuts losses with Innovetra Fraud Alerter 62
, Chapter 7 Sales responsibilities and preparation 63
The O’Brien Company 63
Presenting New Standa Plus: The Final Word in Hydraulic
Braking Systems? 66
Chapter 8 Personal selling skills 68
Mordex Photocopier Company 68
Supermarket versus Superbrand: Co-operate to Compete 70
A Controlled Sales Process? 71
Chapter 9 Key account management 73
Cloverleaf plc 73
Chapter 10 Relationship selling 74
Microcom 74
Midlands Switchgear Limited* 79
Focus Wickes –‘Fusion’: Winners, 2004 Retail Week Supply
Chain Initiative Award 83
Chapter 11 Direct marketing 84
Kettle Foods 84
RU Receiving Me? 86
Chapter 12 Internet and IT applications in selling and sales management 88
Computer Assisted Sales Process (CASP)* 88
Understanding Customer Value Creation* 91
DAS (UK) – Expenses Insurer* 95
Chapter 13 Recruitment and selection 98
Plastic Products Ltd 98
Chapter 14 Motivation and training 100
Selling Fountain Pens 100
Chapter 15 Organisation and compensation 102
Rovertronics 102
Silverton Confectionery Company 104
Chapter 16 Sales forecasting and budgeting 105
Classical Reproductions Ltd 105
Travelodge service with Q-Max Workforce Management* 106
Pizza Ristorante: Thawing the Frozen Pizza Market* 109
A Recipe for Success 111
Chapter 17 Salesforce evaluation 114
Dynasty Ltd 114
MacLaren Tyres Ltd 115
Selling and Sales
Management
Ninth edition
David Jobber
Geoff Lancaster
, Contents
Chapters Pages
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
Additional cases 14
Solutions and guideline answers 15
Chapter 1 Development and role of selling in marketing 16
Mephisto Products Ltd 16
Telcontar* 19
Chapter 2 Sales strategies 22
Welsh Lamb & Beef Promotions* 22
Auckland Engineering plc 26
Flying High* 28
Chapter 3 Consumer and organisational buyer behaviour 30
The Lost Computer Sale 30
Chapter 4 Sales settings 33
Xstreammedia* 33
Yee Wo Plastic Piping Components Ltd 38
Gardnov Limited 39
Allwarm Knitting Limited* 43
Quality Chilled Foods Ltd 50
Chapter 5 International selling 51
Selling in China 51
Syplan 53
Wardley Investment Services (Hong Kong) 54
Sapporo (Hong Kong) Ltd* 56
Quality Kraft Carpets Ltd 58
Chapter 6 Law and issues 60
,Kwiksell Cars Ltd 60
ChevronTexaco cuts losses with Innovetra Fraud Alerter 62
, Chapter 7 Sales responsibilities and preparation 63
The O’Brien Company 63
Presenting New Standa Plus: The Final Word in Hydraulic
Braking Systems? 66
Chapter 8 Personal selling skills 68
Mordex Photocopier Company 68
Supermarket versus Superbrand: Co-operate to Compete 70
A Controlled Sales Process? 71
Chapter 9 Key account management 73
Cloverleaf plc 73
Chapter 10 Relationship selling 74
Microcom 74
Midlands Switchgear Limited* 79
Focus Wickes –‘Fusion’: Winners, 2004 Retail Week Supply
Chain Initiative Award 83
Chapter 11 Direct marketing 84
Kettle Foods 84
RU Receiving Me? 86
Chapter 12 Internet and IT applications in selling and sales management 88
Computer Assisted Sales Process (CASP)* 88
Understanding Customer Value Creation* 91
DAS (UK) – Expenses Insurer* 95
Chapter 13 Recruitment and selection 98
Plastic Products Ltd 98
Chapter 14 Motivation and training 100
Selling Fountain Pens 100
Chapter 15 Organisation and compensation 102
Rovertronics 102
Silverton Confectionery Company 104
Chapter 16 Sales forecasting and budgeting 105
Classical Reproductions Ltd 105
Travelodge service with Q-Max Workforce Management* 106
Pizza Ristorante: Thawing the Frozen Pizza Market* 109
A Recipe for Success 111
Chapter 17 Salesforce evaluation 114
Dynasty Ltd 114
MacLaren Tyres Ltd 115
