Description

This is a group assignment, but I don’t know how to write it， This is written by my team members. If possible, please write a paragraph or give a different idea from my team members according to the question. 1.In the role of Ashley Zamora, what specific comments and suggestions do you have for Bradley Jackson? Intro：The target audience for Trailrunner is a high end woman who can only spend higher amounts on running shoes. A woman with no income levels may not have the capacity to buy Trailrunner shoes. Trailrunner is looking to increase the price of their product in order to increase their margin. It is a chance for Nimblefoot to focus on the other segment of customers by offering low cost. Nimblefoot may not replace Trailrunner completely but they can offer good quality products at a reasonable price. They can differentiate products from Trailrunner. They can also develop good promotional strategies in order to reach the customers and they should try and maintain customer relationships.  In the role of Ashley Zamora I have a few different suggestions for Bradley Jackson. It is extremely important to have a better understanding of the needs and requirements of your clients. If you keep the needs and requirements of your clients in mind then it will help you to sell to them. Another suggestion I have for Bradley Jackson is to keep in mind that the profit margin on the various products is 6% and money is an important factor for any firm. He should also keep displaying high-quality products. I also think that open body language should be used by Bradley and all the important details that clients express should be noticed. I would advise Bradley to work on the Nimblefoot website and invest more in promotion and publicity. I would also advise him to create advertisements. Nimblefoot needs to work on creating a name for themselves and becoming more popular.

Purpose of this assignment:

The purpose of this assignment is to expand your thinking about the different roles and situations that B2B consultative selling occurs.  This is a good opportunity for you to think through how salespeople and other IMC activities like Trade Shows work together to achieve a company’s combined sales and marketing goals.  In this case, it is the sales/marketing team of one company interfacing with the sales/marketing team of another company.

Assignment Instructions:

Below you will find a link a slide presentation discussing the case history titled “Nimblefoot”.  Review the slides as well as case information After reading and reflecting on this case, please answer the questions posed on page 7 of the slide deck.

https://s3.us-east-2.amazonaws.com/murproduction/Online+Course+Files/CMR/CMR+263/Case+Study+Two%3A+Nimblefoot/story_html5.html

which offers some background provided by the professor for this case study.

Nimblefoot Case Background

Nimblefoot is a manufacturer of women’s running shoes, which are sold through major sporting goods chain stores and specialty stores. Nimblefoot has targeted Trailrunner, a regional specialty store chain as a potential prospect for its latest product. Nimblefoot’s sales representative, Bradley Jackson, hopes to replace a competitor’s product in the Trailrunner stores. Bradley has begun planning his upcoming sales call on Susan Holloway, head buyer at Trailrunner. At a recent trade show, Bradley had a brief conversation with Susan and learned that Trailrunner’s management is interested in improving the profitability of the chain. Further, Susan made it clear that Trailrunner would only be interested in high-quality products.

Current Situation

Bradley and his sales manager, Ashley Zamora, have been discussing the plans for the upcoming call on Trailrunner. Ashley asked Bradley to give her a summary of Trailrunner’s key buying motives and the related benefits that Nimblefoot could offer. In addition, Ashley wanted to review the information that would be required to support any claims made for the benefits, as well as additional ideas for how to reinforce the verbal content of Nimblefoot’s sales message. Bradley supplied Ashley with the requested information, as shown in Exhibit A. Ashley is now reading over Exhibit A and plans to give Bradley some feedback tomorrow morning.

PPT Questions:

1. In the role of Ashley Zamora, what specific comments and suggestions do you have for Bradley Jackson?