Shade cases should be printed in color to optimize their effectiveness. Selling an intangible like marketing services is a hard task. The first step is always to understand how brands buy these services. What are they looking for? How do they go about evaluating things like commitment, trust, and imagination? This set of cases puts the pupils into the functions of the seller (an advertising agency named Butler, Shine, Stern and partners) and the buyer (MINI USA) and requests them to develop a sales strategy and a buying strategy for advertising services.
As summarized in the (B) case, the agency developed a fascinating and original approach to assessing the intangibles and students are requested to respond to it from a sales standpoint and to try to generalize the approach to other sales domains.
PUBLICATION DATE: December 07, 2007 PRODUCT #: 508042-PDF-ENG
MINI USA Finding a New Advertising Agency (B) Case Study Solution
This is just an excerpt. This case is about SALES & MARKETING
Related Case Solutions & Analyses:
Miracle Life Inc.
From Volume to Value: Managing the Value-Add Reseller Channel at Cisco Systems
The Role of Accounting Information in Revenue Management
The Oil And Gas Industry
TerraCycle Inc.
Nintendo: The Launch of Game Boy Color
Eskom and The South African Electrification Program A
Corporate Positioning: How to Assess–and Build–Companys Reputation
WaterTest Corp.
Ford Motor Co.: The Product Warranty Program (A)
