MKTG 420 Week 2 Discussions

1. Account Relationships

Review Earning Buyer Trust and read about the five trust-earning components identified in research on trust. Rank the relative importance of these five components based on your experience.

a)  Explain your rationale for your selection and ranking.
b)  How do you think that you measure up on earning buyer trust? What are your strengths and weaknesses?

2. Sales opportunities

Read the Shield Financial “Lead Generation” Case on page 109 at the end of the chapter in the text. (graded)

a)  What is your opinion of Doug’s approach to create a standard plan? 
b)  If you were the sales manager, how would you deal with the sales representatives’ lack of motivation to follow up on leads?
c)  How might some of the leads react if they are not contacted by Shield?