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Sales Force Structures

Rick Greene has established a new company to sell lawn and garden products nationwide. He sees three distinct target audiences for his company's products. Those three audiences are hardware stores, plant nurseries, and landscaping companies. Which of the four basic sales force structures should he use? Why? Discuss the advantages and limitations of the structure that are most appropriate for his company?

Kotler, P. (2003). Marketing Management, 11/E. Prentice Hall - MBA

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The company should use complex sales force structure. The use of a combination of two or more of the other Sales Force Structures, such as customer and territorial sales force structure.

Such structures bring the best of two different strategies to a new company like Rick Greene and is more economical as well. Since Rick's products are standardized, he should use a combination of customer salesforce structure to target specific industries and combine it with territorial sales ...

Solution Summary

Which of the four basic sales force structures should he use? Why? Discuss the advantages and limitations of the structure that are most appropriate for his company?

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