Answered: 1) example, 2) anecdote, 3) comparison,…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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You are a Hewlett-Packard sales representative. Your territory and customer group comprises colleges and universities throughout Ontario. One of your customers in the area is Harvard College. The college has 4 campuses, and they're buying several copiers for multiple faculty, staff and students on all the campuses. You're meeting with the head technology officer, who is responsible for the entire purchase process at Centennial. You lead the conversation with this statement: "Hewlett-Packard copiers are the fastest, most dependable & innovative copiers on the market. In order to make the sale and your products more attractive, you have to create, from the above statement, each of an 1) example, 2) anecdote, 3) comparison, and 4) analogy to make this statement more interesting, compelling and understandable for the buyer.

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