Posted: April 24th, 2015

Marketing: Building Profitable Customer Connections

Chapter Eleven

Marketing: Building Profitable Customer Connections

Reality TV PPT Clip: Startup Junkies

www.cengage.com/introbusiness/book_content/9781285187822_kelly/videos/11startupjunkies.h

tml

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

www.cengage.com/introbusiness/book_content/9781285187822_kelly/videos/14wemeanbusines

s.html

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

www.cengage.com/introbusiness/book_content/9781285187822_kelly/videos/15wemeanbusines

s.html

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

www.cengage.com/introbusiness/book_content/9781285187822_kelly/videos/16wemeanbusines

s.html

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?