CTEK Case.pdf - MKTG 460 MARKETING ANALYTICS CASE...

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%%$( &&%)rief about the ''&*ompany *-0*stablished in ' ' (!$ in ?9Twin -03-arbors± 58293 by a group of business men looking to create materials for grinding wheels± sandpaper± and abrasives products° .14.ts main lines of business centered around materials using adhesion or abrasion° ?9The company’s growth in the late ' ²²’s was attributed to its internal innovation and its increase in revenue of over !²'*-° .14.t has "" lines of business which operate as independent business units° &),fter attending a seminar± >8Sales 582anager for ,/2,rinding ;5roducts± 25/ohn >8Sawyer± decided that using the judgmental approach to increase the size of the company’s salesforce would be most appropriate°
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;The 4Main &&%)usiness 7Problem$##"& (+.(³?9Tek is lagging behind their competitors because the salesforce is experiencing no growth in the past five years° 582anagement needs to determine the appropriate size and allocation of its marketing and sales force°
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8Question ± 8Q±² ''&*learly ('+etail the 4Market 9Research 7Process undertaken by the company to collect data$##"& 4Mention and ('+etail each :Step of the process followed³ ±Dip#, 75xplQain Rbriefly whQat wQas Tdone in eQaSch step(1 GhQat outScome or whQat TdQatQa wQas ScolleScteTd(1 °
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