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Marketing and Buying Detailed Solution

1- You have developed a new chair that gives excellent back massages. As you go to various retailers, you find their buyers are not really interested in having their stores carry your products. They say that floor space is a precious commodity and that they do not want to stock an untried product. Because of the type of product a chair is, you realize that you need brick-and-mortar retailers to sell your chairs instead of you relying mainly on the internet. How can you get retailers to carry your chairs?

2- In how consumers perceive things, describe selective attention. How would this apply to advertising?

3- Why might we seek out a salesperson when we are making a decision about a high involvement consumer product?

4- Gil Wilson is a sales rep for Midwest Fleet Sales, a company that buys panel trucks from automobile manufacturers and resells them to different companies in need of vehicles. One morning Gil received an RFP - request for proposal - from the Oklahoma Office Supply Distributors, a wholesale company. The RFP was signed by Tara Sanders, the chief purchasing agent for Oklahoma Office Supply Distributors. It said that Oklahoma Office Supply was seeking bids on providing it with 25 new panel trucks to replace its old vehicles. Gil submitted a bid of $625,000 for 25 new Ford trucks and a few weeks later received a phone call from the CEO of Oklahoma Office Supply, Tom Winters. Tom said he was impressed with Midwest Fleet Sales' bid and that he wanted Gil to come to make a presentation in Midwest Fleet Sales' boardroom. Present at the meeting would be Tom and Tara, along with Brad Sterling, the company's fleet maintenance manager. Gil made the presentation and Tom, Tara, and Brad said they would get back to him. A week later, Tara called Gil and asked if he could leave a demonstrator Ford truck for the Oklahoma Office Supply truck drivers to look at and test drive. Gil did so. A month later, Tara contacted Gil again and said that Tom Winters had authorized a purchase order of $625,000 to buy 25 new Ford trucks from Midwest Fleet sales and that she would fax it to him. What do we call the collective function of Tara Sanders, Tom Winters, Brad Sterling, and the truck drivers? What is the name of the role of each of these people

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1- You have developed a new chair that gives excellent back massages. As you go to various retailers, you find their buyers are not really interested in having their stores carry your products. They say that floor space is a precious commodity and that they do not want to stock an untried product. Because of the type of product a chair is, you realize that you need brick-and-mortar retailers to sell your chairs instead of you relying mainly on the Internet. How can you get retailers to carry your chairs?

Try placing the chairs in business where people sit, and advertising that the chairs are for sale. Some places to think about might be-
-Tax preparers
-Doctors' office
-Oil and tire change places
-Beauty shops

Also, you could offer a lounge promotion at a comedy club or bar where people could try out the chair and have demo guy/girls there- have patrons vote on whether they like the chair or the girl/guy masseuse. Obviously, the promotion would point out you can't take a masseuse home with you but you can buy the chair.

Contact chiropractors and ask to advertise the chair with them, also you could consider health fairs, and health clubs as a tie in promotion. This might be a great item for state and local fairs in the demonstration hall.

2- In how consumers perceive things, describe selective attention. How would this apply to advertising?

Selective attention is when we pay attention to select items rather than all the input available. An example is when you walk into a crowded room and can pick out your friend but not notice other things in the room. Here is a link that better ...

Solution Summary

This jam-packed solution details many subjects, including how to market a massage chair in an innovative fashion. It defines selective attention and shows how it applies to advertising, describes why sales people are sought in high involvement purchases, and determines the name and role different positions play within a company in the buying procedure. It includes lots of links and examples.

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