1. Discussion items: number 1, 2, 4 on page 118 and Learning enrichment #5 on page 119. 2. Discussion items: number 1, 2, 3 on page 144. 1. Explain why fans are viewed as the catalyst for sponsorship and broadcast sales. 2. Explain via an example how market research can assist the salesperson in focusing resources and efforts. 4. Compare and contrast the benefits and limitations of a direct-mall campaign versus that of a telemarketing campaign. If you were director of ticket sales for the Gotham Bats, which would be your preferred strategy and why? 5. Explain the philosophy of customer-focused selling. Through research using both primary and secondary sources, provide three distinct examples of customer-focused selling. 1. Discuss how frequent-fan programs and similar, activities made possible by technology an improve customer satisfaction and lead to long-term relationship building. 2. Think o all of the transactions (purchases, attendance at events, and so Forth) that you have be part of Are you a raving fan of the providers of these goods, services, or experiences? What has made you a raving fan or prevented you from becoming one? 3. Choose your favorite provider of the transactions discussed in your answer to item 2. If you were to continue your current level of purchasing with this provider, how much would you spend over 1 year? How much over 10 years? How much over 30 years? Do you feel that this provider acknowledges your revenue potential as part of your current relationship? If not, what improvements would you suggest to the provider that might not only lead to retaining you as a customer but also encourage you to increase the volume of your business?
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