Problem 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?
Problem 2: In how consumers perceive things, describe selective attention. How would this apply to advertising?
Problem 3: Why might we seek out a salesperson when we are making a decision about a high involvement consumer product?
Problem 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.