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Brenda appears to have an advantage with her products and services. Develop a plan for Brenda to build trust in NCC with prospective customers

Brenda appears to have an advantage with her products and services. Develop a plan for Brenda to build trust in NCC with prospective customers

Principles Of Marketing
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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Brenda appears to have an advantage with her products and services. Develop a plan for Brenda to build trust in NCC with prospective customers

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What do you recommend Brenda do to compete effectively against competitors that have a long and successful track record?

BUILDING TRUST Because the National Copier Company (NCC) has only been in business for five years, Brenda Smith is concerned that most of her competitors are older than she is. The prospective customers she has been calling on state that they know they can count on her competitors, because they have a long track record. As NCC expands into new markets some of her prospects are not amiliar with her company. One prospective customer, who works for one of the most prestigious and largest medical offices 00 doctors) in the area, told her he has been buying copiers from the same company for over twenty-five years. He also told her that his sales representative for the company has been calling on him for over seven years, and he knows when he calls on his copier supplier for advice he can count on him for a solid recommendation, Brenda realizes these are going to be tough accounts to crack Brenda does have an advantage due to the high quality of NCC products. In a recent trade publication, NCC's copiers tied for first in the industry on ratings of copier quality and dependability, NCC was also given a high rating for service. Brenda has had this information for two weeks now and has brought it up in conversations with her prospective customers without much success. to make matters worse, one of her competitors must have started rumors about NCC. In the past month, she has heard the fol- lowing rumors. NCC is going out of business because of financial troubles. NCC has missed several delivery deadlines with customers." "NCCS copiers have a software glitch that cannot be corrected" "NCC has cut its service staff" Brenda knows these rumors are not true, but prospects might believe the rumors. At a recent sales meeting, Brenda's manager suggested that their competitors must be getting nervous about NCC's success, causing them to start such vicious rumors. Brenda is sitting at her desk trying to figure out what to do next and she is not exactly sure how to proceed.
Transcribed Image Text:BUILDING TRUST Because the National Copier Company (NCC) has only been in business for five years, Brenda Smith is concerned that most of her competitors are older than she is. The prospective customers she has been calling on state that they know they can count on her competitors, because they have a long track record. As NCC expands into new markets some of her prospects are not amiliar with her company. One prospective customer, who works for one of the most prestigious and largest medical offices 00 doctors) in the area, told her he has been buying copiers from the same company for over twenty-five years. He also told her that his sales representative for the company has been calling on him for over seven years, and he knows when he calls on his copier supplier for advice he can count on him for a solid recommendation, Brenda realizes these are going to be tough accounts to crack Brenda does have an advantage due to the high quality of NCC products. In a recent trade publication, NCC's copiers tied for first in the industry on ratings of copier quality and dependability, NCC was also given a high rating for service. Brenda has had this information for two weeks now and has brought it up in conversations with her prospective customers without much success. to make matters worse, one of her competitors must have started rumors about NCC. In the past month, she has heard the fol- lowing rumors. NCC is going out of business because of financial troubles. NCC has missed several delivery deadlines with customers." "NCCS copiers have a software glitch that cannot be corrected" "NCC has cut its service staff" Brenda knows these rumors are not true, but prospects might believe the rumors. At a recent sales meeting, Brenda's manager suggested that their competitors must be getting nervous about NCC's success, causing them to start such vicious rumors. Brenda is sitting at her desk trying to figure out what to do next and she is not exactly sure how to proceed.
BUILDING TRUST cue he Nandre Cores C tipseeinon t any (NCC has only been in business for five years, Brenda Smith is concerned that most of ective customers she has been calling on state that they know they can count ng track record As NCC expands into new markers some of her prospects are no customer who works for one of the most prestigious and angest medical offices been buying copes from the same company for over twenty-five years he also company has been calling on him for over even years, and he knows when ite cals er for advice he can count on him for a solid recommendation Benda realizes these are going to be tough pol enda does have an advantage due to the high quality of NCC products in a recent trade publication, NCCs coples ted for firs the industry on ratings of copier quality and dependability NCC was also given a high rating for service. Brenda has had this mormation for and has brought it up in conversations with her prospective customers without much success make matters worse, case of her competitors must have started rumors about NCC. In the past month, she has heard the fo lowing tumors NCC is going out of business because of financial troubles" NCC has missed several delivery deadlines with customers NCCS copiers have a software glitch that cannot be corrected" TCC has cut its service staff Benda knows these rumors are not true, but prospects might believe the rumors. At a recent sales meeting, Brenda's manager suggested that their competitors must be getting nervous about NCC's success, causing them to start such vicious rumors. Benda is sitting at her desk trying to figure out what to do next and she is not exactly sure how to proceed. QUESTIONS 1. What would you recommend Brenda do to handle the challenges she faces? 2. Brenda appears to have an advantage with her products and services. Develop a plan for Brenda to build trust in NCC with prospective customers. 3. What do you recommend Brenda do to compete effectively against competitors that have a long and successful track record? 4. How should Brenda go about handling the rumor mill?
Transcribed Image Text:BUILDING TRUST cue he Nandre Cores C tipseeinon t any (NCC has only been in business for five years, Brenda Smith is concerned that most of ective customers she has been calling on state that they know they can count ng track record As NCC expands into new markers some of her prospects are no customer who works for one of the most prestigious and angest medical offices been buying copes from the same company for over twenty-five years he also company has been calling on him for over even years, and he knows when ite cals er for advice he can count on him for a solid recommendation Benda realizes these are going to be tough pol enda does have an advantage due to the high quality of NCC products in a recent trade publication, NCCs coples ted for firs the industry on ratings of copier quality and dependability NCC was also given a high rating for service. Brenda has had this mormation for and has brought it up in conversations with her prospective customers without much success make matters worse, case of her competitors must have started rumors about NCC. In the past month, she has heard the fo lowing tumors NCC is going out of business because of financial troubles" NCC has missed several delivery deadlines with customers NCCS copiers have a software glitch that cannot be corrected" TCC has cut its service staff Benda knows these rumors are not true, but prospects might believe the rumors. At a recent sales meeting, Brenda's manager suggested that their competitors must be getting nervous about NCC's success, causing them to start such vicious rumors. Benda is sitting at her desk trying to figure out what to do next and she is not exactly sure how to proceed. QUESTIONS 1. What would you recommend Brenda do to handle the challenges she faces? 2. Brenda appears to have an advantage with her products and services. Develop a plan for Brenda to build trust in NCC with prospective customers. 3. What do you recommend Brenda do to compete effectively against competitors that have a long and successful track record? 4. How should Brenda go about handling the rumor mill?
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