Introduces Video 2.

Introduces Video 1.

In late 1977, Fisher-Price was considering terminating its distribution in Belgium and Holland and establishing its own sales company. Illustrates a common problem in multinational marketing and raises issues of relative costs, motivation, and dealer relationships. In addition, there was a risk of possible liability for damages under a Belgian law governing manufacturer-distributor relationships.

During a product's evolution to maturity, corporate customers inevitably change from inexperienced generalists to experienced specialists. The benefits customers seek change as well. Anticipating the patterns of evolution in customer decision making is as vital to success as is the most technically sophisticated product development program.

Scott Palmer's most important account, Occidental Aerospace, is pushing for a discount, but Standard Machine Corp., Scott's company, has a long-standing policy of selling its products at list price--discounts are out of the question. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. And two Asian machine-tool companies have set their sights on Occidental's home market. Has Standard's...

Mackay Envelope Corp. of Minneapolis has gained steadily in sales and market share by stressing salesmanship and focusing on the individual customers. Through building personal relationships and through research, Mackay develops elaborate files on customers and potential customers - not only business data but also information on each contact's education, family, particular interests, and life-style. The goal is to focus on the individual across t...

Scott Palmer's most important account, Occidental Aerospace, is pushing for a discount, but Standard Machine Corp., Scott's company, has a long-standing policy of selling its products at list price--discounts are out of the question. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. And two Asian machine-tool companies have set their sights on Occidental's home market. Has Standard's...

Scott Palmer's most important account, Occidental Aerospace, is pushing for a discount, but Standard Machine Corp., Scott's company, has a long-standing policy of selling its products at list price--discounts are out of the question. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. And two Asian machine-tool companies have set their sights on Occidental's home market. Has Standard's...

In 1988, Optical Distortion, Inc. was ready to reintroduce its only product, contact lenses for chickens. Tests had shown that the lenses significantly reduced bird aggression and feed costs, leading to potentially huge cost savings for egg producers. In the years since the (A) case, margins for egg producers had become so small that if a large producer could sustain a significant cost advantage, many small producers could be forced out of busine...

Describes four kinds of selling: 1) transaction, 2) systems, 3) major account management, and 4) strategic account relationships. Explains the advantages, disadvantages, and risks of each. The second half is devoted to a discussion of strategic account relationships which embody importance, intimacy, and longevity for both the vending and the buying companies.