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Best Value Computer Case: Sales Management

1. Identify and describe the categories of value creation on which Best Value currently relies most.

2. How can Best Value utilize the service quality dimensions to make sure it is communicating a consistent message of high-quality service and value every time someone from the company interacts with a customer?

3. Assume you are one of the new sales reps hired to expand into the Memphis area. What is your role in managing customer expectations? How can you ensure new Memphis customers are delighted with their purchase? Be specific.


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Step 1
The two categories of value on which Best Value depends most now are functional value and cost value. The functional value is the instrumental value. Best Value depends on the attributes of the computers, its add-ons, and software on which the computers run. These attributes fulfill the needs of the customers of Best Value. For example, a computer sold by Best Value fulfills the needs of inputting data, storing data, and communicating through the internet. These functions fulfill the needs of the customers and help him achieve his goals. The second category is the cost or sacrifice value (C.K. Prahalad, Venkat Ramaswamy, 2004). Best Value keeps the cost low so that the sacrifice that the customers have to make for buying the computers and peripherals is kept at the minimum. It is the combination of the two attributes that have made Best Value a success. The customers get quality computers and peripherals at relatively rock bottom prices. Best Value assembles computers for its customers and sells them at reasonable prices. The combination of these two value categories ...

Solution Summary

This solution explains sales and sales management in the context of Best Value Computer Case . The sources used are also included in the solution.