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Thumbnail image for product with reference number 9-587-076
Manac Systems International Ltd
Case
-
Reference no. 9-587-076
Subject category: Marketing
Authors: Thomas J Kosnik (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1986
Version: 31 January 1991
Length: 18 pages
Data source: Field research
Topics: Information technology; Marketing channels; Marketing communications; Marketing management; New product marketing; Personal selling; Product lines; Product management; Target markets
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Abstract

Manac Systems International is confronting a decision about how best to market one of its computer software product lines to small law firms. In the past, Manac has focused on traditional personal selling approaches to market software products that ran on IBM minicomputers. With the advent of increasingly powerful microcomputers, they now have the opportunity to market a new software product line and must decide how to market it. Should they rely on personal selling in the channels or invest heavily in a different marketing program, with advertising, a toll-free telephone line, and a money-back guarantee to get small law firms to order the software direct from Manac?
Locations:
Canada; United States
Industry:
Software publishing
Size:
Small
Other setting(s):
1986
Thumbnail image for product with reference number 5-589-073
Manac Systems International Ltd
Teaching note
-
Reference no. 5-589-073
Subject category: Marketing
Authors: Thomas J Kosnik (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 9 January 1989
Length: 17 pages
Data source: Field research
View full details
Thumbnail image for product with reference number 9-520-S12
Manac Systems International Ltd
Case
-
Reference no. 9-520-S12
Spanish language
Subject category: Marketing
Authors: Thomas J Kosnik (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1986
Version: 31 January 1991
Length: 19 pages
Data source: Field research
Topics: Information technology; Marketing channels; Marketing communications; Marketing management; New product marketing; Personal selling; Product lines; Product management; Target markets; Product development; IT management
View full details

About

Abstract

Manac Systems International is confronting a decision about how best to market one of its computer software product lines to small law firms. In the past, Manac has focused on traditional personal selling approaches to market software products that ran on IBM minicomputers. With the advent of increasingly powerful microcomputers, they now have the opportunity to market a new software product line and must decide how to market it. Should they rely on personal selling in the channels or invest heavily in a different marketing program, with advertising, a toll-free telephone line, and a money-back guarantee to get small law firms to order the software direct from Manac?

Settings

Locations:
Canada; United States
Industry:
Software publishing
Size:
Small
Other setting(s):
1986

Related

Thumbnail image for product with reference number 5-589-073
Manac Systems International Ltd
Teaching note
-
Reference no. 5-589-073
Subject category: Marketing
Authors: Thomas J Kosnik (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 9 January 1989
Length: 17 pages
Data source: Field research
View full details
Thumbnail image for product with reference number 9-520-S12
Manac Systems International Ltd
Case
-
Reference no. 9-520-S12
Spanish language
Subject category: Marketing
Authors: Thomas J Kosnik (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1986
Version: 31 January 1991
Length: 19 pages
Data source: Field research
Topics: Information technology; Marketing channels; Marketing communications; Marketing management; New product marketing; Personal selling; Product lines; Product management; Target markets; Product development; IT management
View full details