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    Business-to-Business Marketing (B2B Marketing) List of Case Questions

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    DS
    The document provides a list of case study questions for various sessions on topics related to B2B marketing. The questions cover issues like dealing with private label competition, restoring relationships between companies, evaluating sales interactions, analyzing salesforce structures, developing sales strategies, and leveraging digital technologies for customer relationships.

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    Business-to-Business Marketing (B2B Marketing) List of Case Questions

    Uploaded by

    DS
    132 views2 pages
    The document provides a list of case study questions for various sessions on topics related to B2B marketing. The questions cover issues like dealing with private label competition, restoring relationships between companies, evaluating sales interactions, analyzing salesforce structures, developing sales strategies, and leveraging digital technologies for customer relationships.

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    B2B marketing

    Original Title

    Case Questions

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    The document provides a list of case study questions for various sessions on topics related to B2B marketing. The questions cover issues like dealing with private label competition, restoring relationships between companies, evaluating sales interactions, analyzing salesforce structures, developing sales strategies, and leveraging digital technologies for customer relationships.

    Copyright:

    © All Rights Reserved
    132 views2 pages

    Business-to-Business Marketing (B2B Marketing) List of Case Questions

    Uploaded by

    DS
    The document provides a list of case study questions for various sessions on topics related to B2B marketing. The questions cover issues like dealing with private label competition, restoring relationships between companies, evaluating sales interactions, analyzing salesforce structures, developing sales strategies, and leveraging digital technologies for customer relationships.

    Copyright:

    © All Rights Reserved
    of 2

    Business-to-Business Marketing (B2B Marketing)

    List of Case Questions

    Session 2: The Vanca: Dilemmas of an E-commerce Entrepreneurial Startup (Mandatory)

    1. The increased private label competition may threaten the relationships between The Vanca
    and e-retailers. How should The Vanca react to it? What strategies that The Vanca can
    develop to stop the onslaught of these private labels?
    2. Suggest strategies for The Vanca to get the non-starter categories moving?

    Session 3: Yahoo: Relationship Crisis with Alibaba in China

    1. What strategies and actions taken by Yahoo have upset its relationship with Alibaba?
    2. What are some possible strategies and measures for Yahoo to restore a harmonious
    relationship with Alibaba, and to increase the company’s strategic value to it?

    Session 4: Siebel Systems: Anatomy of a Sale (Mandatory)

    1. How should Carman respond to the invitation to tell the Quick & Reilly executives what
    he thought of Oracle? What features of this particular interaction influence your opinion?
    Would your opinion of the right response change if the circumstances were different?
    2. How should Carman qualify the prospect? Should he ask, “what’s your budget?” should
    he suppress his curiosity and leave it to the prospect to bring up information about the size
    and timing of the opportunity? If he asks for information, how will he use it?
    3. Evaluate Carman’s interactions with the customer up to this point. Is he doing a good job?
    How effective is Siebel Systems’ approach?

    Session 5: Hewlett-Packard--Computer Systems Organization: Selling to Enterprise


    Customers

    1. How does HP view its salesforce? Why is the salesforce treated as a cost center?
    2. What is HP-CSO’s approach to building relationships with enterprise customers? What are
    its strengths and the current challenges?

    Session 6: QualityKiosk: Drawing Up a Sales Strategy

    1. What specific customers within the banking sector would you recommend Krishna pursue?
    Justify.
    2. Evaluate the target and compensation plans set up by Krishna. Do they meet the
    requirements of the organization?
    3. Evaluate the three options drawn up by Krishna and recommend one. Justify your choice.
    Session 7: Digitally-powered Customer-centricity in the Industrial Gas Sector: The Air
    Liquide-Airgas Merger (Group Case)

    1. Who are Air Liqude/ Airgas customers? What types of relationships they have with their
    respective customers (in terms of frequency of interaction, depth, online/ offline, nature
    (e.g., trust, proximity)?
    2. In terms of how they leverage digital technologies, what kind of digital experiences would
    support those relationships? What are their respective customers’ expectations? What
    digital solutions might their customers turn to?

    Session 8: HCL Technologies: Pushing the Billion-Dollar Website

    1. In your opinion, how does the website help HCL-Tech increase leads for the sales funnel?
    2. Can the website be used effectively for brand building? What is the role of the website in
    integrating branding, marketing, and sales efforts?

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