Lyon MKT243-90 Case & Continuing Case CH 3

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Pennsylvania College Of Technology *

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243

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Business

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Apr 3, 2024

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Isabella Lyon Case & Continuing Case CH 3 Prof. Moff MKT243-90 1/23/2024 Chapter 3 Case 1. Based on your understanding of both Latisha and Cindy from the information provided in the case, how would you characterize the communication style of each? I would characterize Latisha’s communication style as amiable because she has a sincere interest in other people, she’s undisciplined about time, she avoids conflict, and she listens to the opinions of others. I would characterize Cindy’s communication style as a driver because she is competitive in her relationships, highly opinionated, and a risk taker. 2. What, if any, preparations and style flexing should Latisha make to better relate to and communicate with Cindy Roberts? Latisha should be fast-paced and businesslike, use rational thinking skills, and avoid appealing to emotions to prepare and style flexing to communicate with Cindy Roberts. Furthermore, it is crucial that she provides documents, is accurate, and is on time. 3. Who all might be involved in the buying decision for Gorgeous Stone with regard to Latisha’s offering? For each, explain why and how. The IT director would be involved in the decision as the initiator because they will recognize the need for web enhancement and software improvements. Cindy Roberts would be involved in the decision as the influencer and decider because she is the company’s owner who will oversee the decisions. Additionally, she is the director of marketing and sales, which could provide insight into making recommendations and preferences. The salespeople would be involved in the decision as the users because their input will be important in evaluating the software, especially aligning with their tasks. The director of accounting and finance would be involved in the decision as the purchaser because they would be involved in negotiating final terms and executing the purchase, especially if the financial budget is considered. The store managers would be involved in the decision as the gatekeepers because they would control the flow of information between Cindy and other key directors.

Isabella Lyon Case & Continuing Case CH 3 Prof. Moff MKT243-90 1/23/2024 4. Explain at least two needs that might be met by Gorgeous Stone from purchasing the software offered by Knowledge Insights. One need that might be met by Knowledge Insights is that the software focuses on an individual customer record that is accessible across various departments and can help Gorgeous Stone streamline customer information. Another need that might be met by Knowledge Insights is the software can contribute to efficient business management. Furthermore, with multiple locations and a focus on meeting client needs through sales and operations, the software can improve cooperation and productivity in duties throughout Gorgeous Stone.

Isabella Lyon Case & Continuing Case CH 3 Prof. Moff MKT243-90 1/23/2024 Chapter 3 Continuing Case 1. What type of communication style do you believe that Peter exhibits? What are the characteristics of this communication style? Peter exhibits an analytical communication style because he is cool, aloof, very deliberate, and isn’t a personable individual. The characteristics of this communication style are very deliberate and slower in pace, shy away from personal relationships, and are often seen as being cool and aloof. 2. Based on your understanding of Peter’s communication style, outline a plan for selling to Peter Piper. Simone should set an appointment by contacting through an email introducing herself and the company and following up with a phone call to set the appointment. Once on call, she should provide background on herself and the company, then acknowledge Peter's expertise, and demonstrate knowledge of Peter's situation. Simone should gather information by encouraging Peter to discuss ideas while focusing on accurate information. Additionally, she should engage in the conversation by allowing Peter to review purchase-related documents and earn commitment by preparing for negotiations. Simone should provide follow-up by maintaining regular contact and presenting a clear implementation arrangement. 3. Identify other members of Peter’s organization that may play a role in the buying decision and explain the role they might play. How should Simone handle these individuals? The office professionals work closely with the copiers and may have requirements or preferences so they would be influencers and users in this decision. The assistant may provide input and identify needs and, in this case, he/she would be an initiator in this decision. The administrative facilities would be the gatekeepers because they would control the flow of information. Peter would be the decider and purchaser in this decision-making process because he is the administrator in charge. 4. Explain the types of buyer’s needs that will be most important in this selling situation. The type of buyer’s needs that will be most important in this scenario would be the functional needs, the copiers must meet the medical office’s standards. Additionally, the copiers should be dependable to reduce downtime and sturdy enough to withstand the office's workload.

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Lyon MKT243-90 Case & Continuing Case CH 3

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