Management Business 241
Schedule and Reading List
This document provides a basic outline of the topics covered in each chapter of the book.
Topics written in italics represent topics that include information taught in class but not found
in the text. Note that there are a few topics that are assigned in the reading for which you will
be responsible, but that we will not cover in depth in class.
After each outline, a reading list is provided for the chapter. You are not responsible for any
material in the text not listed in the reading (additionally, you will not be responsible for the
chapter previews, the company showcases that start each chapter, or the excerpts entitled
Real Marketing x.x, though I encourage you to read these passages).
In addition to reading, each study guide lists key terms, key models and equations, and asks a
few review questions that you might consider as you study the content of each chapter. You
should not consider the review questions to be a complete review of the reading or lecture.
Instead, consider them a guide and try to think of your own questions to further your
understanding of the material.
Chapter 1: What is Marketing?
What is Marketing
Theory of Markets
Marketing Orientations
Reading (9 pages)
What is Marketing (pp 4-
6)
Understanding the Marketplace and Customer Needs (pp 6-
8)
Designing a Customer-
Driven Marketing Strategy (pp 8-
12)
Preparing an Integrated Marketing Plan and Program (p 12)
Key Terms
Understand all the KEY Terms listed on p. 32 under Objectives 1, 2, and 3, except Marketing
Management.
In addition, understand the following terms:
o Customer driven marketing (also known as Customer led marketing)
o Customer driving marketing (also known as Customer leading marketing)
Quantitative Marketing
None
Review Questions
1. What are the key elements in the definition of marketing? Based on this definition,
what is the primary goal of marketing?
2. For each of the following items, determine whether it is a need or a want and then list
its counterpart. (Example: iPod: iPod is a want; an associated need is
music/entertainment. Another associated need might be status/acceptance).
a. Transportation
b. Arrowhead Bottled Water
c. Crocs (colorful, rubber-like shoes)
3. Compare and contrast NEEDS, WANTS, DEMANDS, OFFERINGS, EXHANGE, and
MARKETS are related to each other. Diagram their relationship.
4. For each of the five marketing orientations, list two examples of industries, firms, or
brands that have historically relied on that orientation. What are the key
characteristics of the examples you list that make the orientation appealing?
5. What is the different between being customer driven and customer driving?
Chapter 1 Part II: Customer Relationship Management
(Define Customer Relationship Management (CRM)
Understand Value, Satisfaction, and Loyalty
o Economics of Loyalty / 6 reasons for CRM
The CRM Process
o Form Database (Clubs, Frequency, Permission, Web 2.0)
o Choose Customers
o Relationship Strategies (Different customers require different relationships)
o Monitor Results (Satisfaction and CLV)
Reading (10 pages)
Customer Relationship Management (pp 13-16)
The Changing Nature of Customer Relationships (pp 16-19)
Creating Customer Loyalty and Retention (pp 21-22)
Growing Share of Customer (pp 22-23)
Building Customer Equity (pp 23; stop reading at the title in black below)
Building the Right Relationships with the Right Customers
Key Terms
Understand all the KEY Terms listed on p. 32 under Objective 4 except ConsumerGenerated Marketing and Partner relationship management.
o In addition, understand the following terms: Customer Lifetime Value (CLV),
Loyalty
Quantitative Marketing
Customer Lifetime Value (CLV)
Review Questions
1. How does the CLV equation from class (look at your notes or the lecture slides) relate to
the NPV equation in the textbook on p. 33 under MARKETING BY THE Numbers. Are these
the same equation? Explain.
2. Answer the first question (the question starts with Assume that a customer shops at a
local grocery store) using the equations taught in class instead of the NPV question
in the text. Hint: If a firm earns a 10% margin, then its costs are 90% of the price the
firm charges.
3. Suppose the average credit card customer costs Visa $80 to acquire and that in the first
10 years as an account holder, the Visa earns the following profits (in order from Year 1
to Year 10): $40, $66, $72, $79, $87, $92, $96, $99, $103, and $106. Assume a 10%
discount rate. Visas customer data shows that the average life of their customers is
five years (with no retention costs). Suppose further that Visa has learned a customer
at the end of Year 3 is considering switching. What is the maximum Visa will spend to
retain that customer?
4. How can a marketer discover and take advantage of latent loyalty? How can a
marketer differentiate between loyal customers and those who merely purchase
frequently (inertia)?
5. Which measures of satisfaction should a marketing use? Which should a marketer
avoid and why?
Chapter 2: Marketing Management
Marketing Framework (Harvard Framework)
Marketing Plans
o Analysis: 5Cs, SWOT, BCG Growth-Share Matrix, Product-Marketing Expansion
Grid
o Planning: Harvard Framework
o Implementation: Budget, Timeline, Action steps
o Control: Forecasts and Metrics (NMC, ROMI, MROS, Share, etc.)
Reading (11 pages)
Marketing Strategy and the Marketing Mix (pp 48-
53)
Managing the Marketing Effort (partial) (pp 53-
54; includes Table 2.2 on p 55)
Marketing Analysis (pp 53-54)
Marketing Planning (p 54; includes Table 2.2 on p 55)
Measuring and Managing Return on Marketing Investment (pp 57-
59)
Key Terms
Understand the following KEY Terms listed on p. 60 under Objectives 2, 4, and 5:
o market penetration, market development, product development, diversification
o Marketing strategy, segmentation, targeting, positioning, differentiation,
marketing mix, product, price, place, and promotion
o SWOT analysis
In addition, understand the following terms:
o Net Marketing Contribution (NMC), Return on Marketing Investment (ROMI),
Marketing Return on Sales (MROS)
Quantitative Marketing
Net Marketing Contribution (NMC), Return on Marketing Investment (ROMI),
Marketing Return on Sales (MROS)
Review Questions
1. Complete Question 1 under MARKETING BY THE Numbers on p. 61.
2. Complete Question 2 under MARKETING BY THE Numbers on p. 61.
3. Be able to diagram the Harvard Marketing Framework by memory. Which element of
the framework is the most important (i.e., which is the focal point)? Why?
4. List an example of each of the four ways to expand the market according to the
Product/market expansion grid.
5. Reproduce the BCG Growth-Share matrix (Figure 2.2). Draw arrows from each
quadrant of the matrix to indicate how a product might migrate to other quadrants.
Suppose a firm has three products in the cash cow stage. Do you have any
recommendations for that firm?
Chapter 4: The Marketing Research Process
The Marketing Research Process
o Define problem / Set Objectives
Exploratory, Descriptive, Causal
o Develop Research Plan
Secondary Research (Internal vs. External)
Primary Research (Approaches, Sampling, Contact Methods,
Instruments)
o Collect, Analyze, and Communicate results
Reading (15 pages)
Marketing Research (pp 105-
119; you do not need to read the last two sections listed below)
Implementing the Research Plan (dont read)
Interpreting and Reporting the Findings (dont read)
Terms
Types of research: Exploratory, Descriptive, Causal, Secondary, Primary, Informal, Descriptive,
Observational, Survey, Panel, Experiments, Modeling, Simulations
Quantitative
Question 1 below (secondary research exercises)
Questions
1. Secondary Research: these questions on secondary research will help you develop your
skills in secondary research for your marketing plan; you will not be tested on quizzes
or the final regarding these skills.
a. Complete Questions 1 and 2 under MARKETING BY THE Numbers on p. 131.
b. Explore each of the databases listed in the slides on the marketing site of the
HBLL Business library to see what type of information you can find there:
i. Which databases have industry reports? Company reports? Market
reports?
ii. Which databases have archives of newspapers (e.g., WSJ, NY Times,
etc.)?
2. Define the different types of research (secondary, primary, exploratory, descriptive,
causal). When should they be used?
3. List the different primary research approaches. When should each be used?
4. Give some examples of research instruments.
5. When should focus groups be used in contrast to questionnaires? How do these
methods complement each other? Which is the most used research technique in all
marketing research? Which is the most abused?
Chapter 5: Consumer Behavior
Characteristics Affecting Consumer Behavior
o Cultural, Social, Personal, Psychological
Buyer Decision Process
o Need Recognition: External and Internal Stimuli
o Information Search: Personal, Commercial, Public, Experiential
o Evaluation (Consideration Sets, Context Effects, Multi-attribute attitude model)
o Purchase Decision (Choice Overload)
o Post-purchase Behavior (Cognitive Dissonance)
o Types of Buying: Complex, Dissonance-Reducing, Habitual, Variety
Reading (22 pages)
Introductory Paragraphs (p 135; starts after the Company Showcase on Harley Davidson)
Characteristics Affecting Consumer Behavior (pp 137-
151)
Types of Buying Decision Behavior (pp 152-
153)
The Buyer Decision Process (pp 153-
157)
Terms
Cognitive Dissonance
Quantitative
Multi-attribute Attitude Model
Questions
1. Answer questions 2, 3, and 4 on page 161 in your textbook under the heading
DISCUSSING & APPLYING THE Concepts under the subtopic Discussing the Concepts
2. Answer question 1 on page 162 in your textbook under the heading MARKETING BY THE
Numbers.
3. Be able to recreate Figures 5.2, 5.5, and 5.6 and understand the terms found in each.
Chapter 6: Organizational Buyer Behavior (B2B)
Types of business customers
Differences between consumer and business customers (guest speaker)
Types of buying situations
o New Buy, Modified Re-buy, Straight Re-buy
Buying Centers
Reading (3 pages)
Major Types of Buying Situations (p 173)
Participants in the Business Buying Process (pp 174-175)
Terms
New Task, modified rebuy, straight rebuy, buying center, user, influencer, gatekeeper, buyer,
decider.
Quantitative
None
Questions
Answer questions 1, 2, and 3 on page 186 in your textbook under the heading DISCUSSING &
APPLYING THE Concepts.
Chapter 18: Competition
Understanding competition: P-Beauty contest
Steps in competitive analysis
o Identifying Competitors
Industry point-of-view: NAIC
Market point-of-view: levels of competition
o Assessing Competitors
Objectives, Strategy, SWOT, Comparison, Reactions
Reading (4 pages)
Identifying Competitors (pp 528-529)
Assessing Competitors (pp 530-531)
Terms
None
Quantitative
Market Share
Questions
1. Most marketing managers consider their product form or product category
competitors to be the most serious threats. What are the pros and cons of this
perspective?
2.
Answer questions 1, 2, and 3 on page 186 in your textbook under the heading DISCUSSING &
APPLYING THE Concepts.
Chapter 7: Segmenting and Targeting
Segmentation
o Define / Explain Importance
o Basis: Demographic, Geographic, Psychographic, Behavioral
Understand what variables fit under each basis
o Requirements for Effectiveness: Measurable, Accessible, Substantial,
Differentiable, Actionable
Targeting
o Evaluation
o Market Sizing (TAM)
Reading (10 pages)
Introductory Paragraphs (pp 191-
192)
Market Segmentation (pp 192-
198; pp 200-
201; skip the two sections listed below)
Segmenting Business Markets
Segmenting International Markets
Market Targeting (p 201; skip the last two sections)
Selecting Target Market Segments
Socially Responsible Target Marketing
Terms
Segmentation, Targeting
Segmentation Basis, Geographic, Demographic, Psychographic, and Behavioral
Measurable, Accessible, Substantial, Differentiable, Actionable
Quantitative
Market Share (formula in Chapter 2 slides), TAM
Questions
1. Answer questions 1 and 2 on page 218 in your textbook under the heading DISCUSSING &
APPLYING THE Concepts.
2. Big-N-Large (BnL) sells self-aware robot trash compactors. If BnL has 43% of the
market and sales of $2.6B in 2008, what was the size of the entire market in 2008? (the
equation for market share can be found in the Chapter 2 slides.) If the average selling
price for a single product in this product category is $2,000, how many units did BnL
sell? If each customer in the market on average purchased 1.5 of these self-aware trash
compactors, how many customers were in the entire market in 2008?
3. With respect to bases for segmentation, what is the difference between measurable,
accessible, and actionable? Give an example.
4. Can you list (without help from the textbook) five variables under each of the four
bases of segmentation?
5. What are the two criteria for choosing a good target and what types of issues fall under
each criterion.
Chapter 7 II: Positioning
Positioning
o Define / Explain Importance
o Stand for something the Marketing Cheer
o Perceptual Mapping
o Positioning Statements (USP)
Reading (10 pages)
Differentiation and Positioning (pp 209-
217; skip the subsection and section listed below)
Skip Subsection: Selecting on Overall Positioning Statement
Read Subsection: Developing a Positioning Statement (pp 216-
217)
Skip: Communicating Delivering and the Chosen Position
Terms
Position, Positioning, Unique Selling Proposition
Models, Skills, and Tools
The Marketing Cheer, Perceptual Mapping, Unique Selling Proposition
Study Questions
1. Create a two-dimensional perceptual maplike the map of bar soap in the positioning
slides from Chapter 7using the information in the table below.
Lip Balm
Segment 1
Segment 2
Segment 3
Chapstick
Burts Bees
Segment
Size
52%
33%
15%
NA
NA
Variety
(on a 7 pt. scale)
6
3
1
6
1
Performance
(on a 7 pt. scale)
3
5
7
4
7
2. Use the USP to create a positioning statement for the brand in your marketing plan.
3. Wherever you are right now, stand up and shout the marketing cheer!
4. Define the word position and state what criteria must be met to form an effective
position (hint: the slides list four criteria, three from the marketing cheer slide).
Chapter 8: Products and Services
Product
o Define
o Product Levels: Core, Actual, and Augmented
o Product Decisions: Attributes, Branding, Packaging, Labeling, Support
o Product Lines and the Product Mix
Services
o Define
o Service Characteristics: intangible, variable, inseparable, perishable
o Service-Profit Chain / Service Marketing Triangle
Reading (14 pages)
What is a Product? (pp 224-
226)
Skip: Product and Service Classifications
Product and Service Decisions (pp 229-
235)
Services Marketing (pp 244-
248; stop at first subsection heading Managing Service Differentiation on p 248)
Terms
Product, Core, Actual Product, Augmented Product, Product Line, Product Mix
Service, Intangibility, Variability, Inseparability, Perishability
Models, Skills, and Tools
Cannibalization
Study Questions
1. What is the definition of the Augmented product and what is the key characteristic
maximizes the impact of the augmented product?
2. What is the difference between packaging and labeling? What are the main functions
of packaging and labeling?
3. Discuss how cannibalization, resources, and product focus each might impact product
line and product mix decisions.
4. In services, how are service variability and inseparability related? How do the four
characteristics of services relate to the service-profit chain and Service Marketing
Triangle?
5. Do Marketing by the Numbers Problem 2 on page 253.
Chapter 8 II: Branding
Branding
o Why: How does Branding Create Value?
Brand Equity: What is it and how is it determined
o Define Brand and Branding
o Building Strong Brands: Positioning, Name Selection, Sponsorship,
Development
o Brand Architecture: House of Brands, Endorsed, Sub-, Branded House
Reading (9 pages)
Branding Strategy: Building Strong Brands (pp 235-
244)
Terms
Brand, Branding, Brand Equity
Models, Skills, and Tools
None
Study Questions
1. Rate the following Brand names on the six attributes of good brand names:
a. Computer Solutions computer retailer
b. Colon Holdings Real Estate Firm owned by the Colon brothers.
c. Blellow business micro-blogging and social networking site
d. Vook a video book (note that in Germanic languages v is pronounced f)
e. The Shack the new name for RadioShack; an electronics and hobby store
f. Spirit budget airline
2. Identify the correct brand architecture for the following brands:
a. Boston Pianos by Steinway
b. Unilever (owns such brands as Dove and Axe)
c. Microsoft Zune
d. Harvard
3. Are these brand extensions good or bad?
a. Cambells V8 soup
b. Kanye Wests Travel Website
c. Cheetos Lip Balm
d. Mr. Clean Car Wash
4. What is a brand? Define and explain it.
Chapter 9: New Product Development
Product Development Process
o Idea Generation: Ethnography (and Deep Dives), Brainstorming
o Idea Screening
o Concept Development / Testing: Rapid Prototyping
o Marketing Strategy Development
o Business Analysis: Forecasting
o Product Development
o Marketing Testing
o Launch/Commercialization
Reading (10 pages)
The New-
Product Development Process (pp 259-
268)
Additional Terms
None
Models, Skills, and Tools
Chain-Ratio / Funnel Model of Forecasting
Study Questions
1. Name and describe the major steps in the product development process
2. What are the three stages of prototyping and what is the purpose of each
3. What are Deep Dives? Name and describe what each are used for.
4. Describe the theory of brainstorming. How is it able to produce novel, effective ideas?
5. Know and understand the different types of forecasting. Perform a chain-ratio forecast
for online grocery purchases given the following facts:
a. Total US grocery sales
$400 billion
b. Households who want to order groceries from home
40%
c. Groceries sold through supermarkets and grocery stores
85%
d. Dual Income households (less time to shop at store)
25%
e. Homes with an internet connection
80%
f. Households that own a grand piano
25%
g. Cities with online grocery shopping availability
20%
h. Awareness of online grocery availability
15%
Chapter 9 II: Forecasting, the PLC, and Adoption
Forecasting: Chain ratio
Product Life Cycle
Product Diffusion / Adoption (and the Chasm)
Reading (11 pages)
Product Life-
Cycle Strategies (pp 272-
279)
The Buyer Decision Process for New Products (pp 157-
159)
Additional Terms
None
Models, Skills, and Tools
None
Study Questions
1. Question 4 on page 283 of the textbook under Discussing the Concepts.
2. Which strategies are most appealing when marketing to each group of adopters?
3. How do the key differences between Early Adopters and the Early Majority cause a
chasm in B2B marketing?
4. Review Question 5 (chain-ratio) from Study Guide 9.1.
5. Review Table 9.2. Specifically, know the characteristics of each stage and consider
which of the suggested strategies apply to your marketing plan and how they might be
implemented.
Chapter 10: Pricing
Value vs. Cost Pricing
o Marketing Math: Fixed/Variable-costs, Margins, Markups, BE, UCM
o Value-base pricing: the strategic price gap model
Demand Curves, Elasticity, and Price Sensitivity
Reading (12 pages)
What Is a Price (pp 290-
291)
Factors to Consider When Setting Prices (pp 291-
299)
Skip: Product and Service Classifications (pp 299-305)
But do read the follow two subsections inside the above skipped section:
Analyzing the Price-Demand Relationship (p 303)
Price Elasticity of Demand (p 304)
Additional Terms
Value-base pricing, cost-based pricing, cost-plus pricing,
Models, Skills, and Tools
Strategic Price Gap Model, Margin, Mark-up, Contribution, Break-even, Elasticity
Study Questions
1. Do problems 1 and 2 under Marketing By the Numbers on page 308 of the textbook.
2. Answer Questions 1 and 2 under Discussing and Applying the Concepts on page 307
in the textbook.
3. Review the influencers of price sensitivity and consider how you might decrease price
sensitivity for the product in your marketing plan.
4. Know the Strategic Price Gap model:
a. What allows a marketer to raise prices?
b. What drives prices down?
c. What is the floor?
d. What is the ceiling? Is there more than one ceiling? Explain.
Chapter 11: Pricing Strategies
Price Discrimination
Legal Issues (not covered in class)
Reading (8 pages)
New-
Product Pricing Strategies (pp 312-
313)
Product Mix Pricing Strategies (pp 313-
315)
Public Policy and Pricing (pp 327-
330)
This section will not be covered in class, but you will be responsible for this information.
Additional Terms
1st, 2nd, and 3rd Degree Price Discrimination
Models, Skills, and Tools
None
Study Questions
1. Do Problems 1 and 2 under Marketing by the Numbers on page 333.
2. Answer Questions 1 and 2 under Discussing and Applying the Concepts on page 332
in the textbook.
3. List as many examples as you can of 1st, 2nd, and 3rd Degree Price Discrimination.
Consider these examples and determine what degree applies:
a. Auctions on E-bay
b. Bulk buying at Costco
c. Discounts to early purchasers of airfare
d. Charging higher hotel room prices to those who dont stay over the weekend
(i.e. business travelers)
e. Senior citizens discount at the buffet
f. Academic pricing on software
Chapters 12: Marketing Channels
What is a Channel?
o Marketing vs. Logistics
o Types of Channels
Why Channels Add Value
o Number of channel members
o Tasks performed by Intermediaries
Channel Behavior
o Conflict
o Vertical Marketing Systems
Channel Design (Intermediaries: Type, Number, Responsibilities)
Reading (12 pages)
The Nature and Importance of Marketing Channels (pp 339-
341)
Channel Behavior and Organization (pp 342-
348)
Identifying Major Alternatives (pp 350-351)
Additional Terms
Channel Conflict, Vertical Marketing System (VMS; Corporate, Contractual, Administered),
Franchise, Exclusive Distribution, Selective Distribution, Intensive Distribution, Transactional
Value, Logistical Value, Facilitating Value
Models, Skills, and Tools
None.
Study Questions
1. Explain the three ways channel members add value.
2. Discuss the different types of channel conflict that may exist in the channel.
3. List three types of VMSs and give an example of each.
4. How can adding a new member to a distribution channel improve the efficiency of the
channel?
5. Regarding the number of intermediaries to employ in a channel, what are the three
types of distribution and how do they differ?
Chapter 14: Integrated Marketing Communications
Promotion Mix
Integrated Marketing Communications (IMC): surrounding the customer
6 Ms of Marketing Communication
o Market (Target)
o Mission (Goals): Derive from response models
AIDA: Attention, Interest, Desire, Action
Cognitive, Affective, Behavioral
o Message: Content, Structure, Format
o Media (Communication Channel): Richness vs. Reach
o Money (Budgeting): Affordable, %Sales, Parity, Objective/Task
o Measurement/Metrics (Feedback)
Reading (19 pages)
The Promotion Mix (pp 402-
403)
Integrated Marketing Communications (pp 403-
407)
Steps in Developing Effective Marketing Communication (pp 409-
414)
Setting the Total Promotion Budget and Mix (pp 415-
420; skip the listed section below)
Integrating the Promotion Mix
Additional Terms
Promotion mix, Advertising, Sales Promotion, Personal Selling, Public Relations, Direct
Marketing,
Models, Skills, and Tools
6 Ms of Marketing Communication, AIDA, Objective/Task Budgeting
Study Questions
1. List and briefly describe the five major promotion mix tools. Compare each point out
their key differences. Why does Figure 14.1 have interconnecting arrows?
2. Be able to reconstruct the 6 Ms framework (i.e., list the 6 Ms in order, define each with a
phrase or synonym, and divide the process into its strategic and implementation
parts).
3. What three stages to all response models have? What is the AIDA model and how does
it map to these three stages? How does that AIDA model map to a print ad?
4. What are the different ways for setting the marketing communications budget? Which
is the most effective and why? If this is the best method, why are other methods used?
5. Explain the trade-off between richness and reach.
6. List and describe the different elements of message content, message structure, and
message format.
Chapter 16: Promotion / Chapter 15: Public Relations
Types of Promotion
o Push vs. Pull
o Consumer (pull): Samples, Coupons, Rebates, Price-packs, Premiums,
advertising specialties, POP, Event Marketing
o Trade (push): trade allowances, trade incentives, trade shows, slotting
allowances
Public Relations
o Publicity vs. Advertising
o Event Marketing
o Sponsorship/Naming rights
o Product placement
Reading (8 pages)
Sales Promotions (pp 475-
482)
Public Relations (pp 448-
451)
Additional Terms
Event Marketing, Sales Promotion, Trade Promotion, Push, Pull
Models, Skills, and Tools
None.
Study Questions
1. What is the difference between advertising, public relations, and publicity? Which
builds brands and which maintains brands and why?
2. What is the purpose of generating publicity and how is it done?
3. Give and example of each of the different types of consumer sales promotions and
discuss why each might be used?
4. Look at the types of trade promotions listed in the textbook and categorize them as
either trade allowances or trade incentives.
5. What is event marketing as discussed in class? When should it be used? Give a good
example of effective event marketing.
Chapter 16: Personal Selling
Why Personal Selling
Personal Selling (define)
Managing the Sales Force
o Structure (Territorial, Product, Customer, Complex), Sizing,
Inside/Outside and Team
o Ideal Recruiting traits
o Training (Analytical, Driver, Expressive, Amiable)
o Compensation (Fixed vs. Variable)
o Supervising (time management, motivation through contests)
o Evaluation (from book)
Reading (14 pages)
Personal Selling (pp 458-
461)
Managing the Sales Force (pp 461-
472)
Additional Terms
Personal Selling, Territorial/Product/Customer/Complex Sales Force Structures, Inside/Outside
sales
Models, Skills, and Tools
Workload approach to sales force sizing
Study Questions
1. Answer questions 1, 2, and 3 on page 484 in your textbook under the heading
DISCUSSING & APPLYING THE Concepts.
2. How many sales representatives would you need to cover following three types of
customer accounts:
a. 500 key accounts requiring 25 visits annually for 60 minutes each.
b. 2,000 minor accounts requiring 10 visits annually for 20 minutes each.
c. 10,000 prospecting accounts requiring 3 visits annually for 5 minutes each.
3. Suppose you enter the office of a potential client and you see he has a trophy for
winning a marathon. What type of person is this most likely (e.g., analytical, driver,
amiable, or expressive)?