Product details

Provides background information on the high performance liquid chromatography (HPLC) industry and the Waters Chromatography Division, an operation engaged in the development, manufacture and sale of HPLC instrument systems and chemical products. An overview of Waters'' marketing effort in general and sales/service operations in particular provides a lead-in to the focus of the case: a diary-style account of a day in the field with Ray Burnett, a Waters field sales representative. Includes information on Ray''s background and his current supervisor, a general description of Ray''s job responsibilities, and a detailed account of one day''s customer calls. Written for use in the communication section of the first year marketing course taught at HBS. The primary teaching objective is to show how one company executes the selling function.