Product details

The Royal Corporation case chronicles a day''s activity of a Royal salesperson, Mary Jones, part of the Royal Reproduction Center Division (RRC). The RCC division specialises in high quality turnaround copying and printing services. Division sales people are responsible for selling copying and printing services, the Royal 750 colour copier, and the Corporate Copy Center (CCC) concept, which involves equipping a client company with staff and copiers to operate an on-premise reproduction operation. The case focuses on Mary''s difficulty in selling the CCC concept. This case exposes students to the daily sales activities of a business-to-business salesperson and the buyer behaviour process of two different types of services (CCC and printing) and a product (ie colour copier). They are also exposed to the difficulty of selling a new concept, typical problems encountered by salespeople, and the importance of understanding buyer behaviour and the purchase process of a new product. The case is appropriate for use in undergraduate, graduate, and executive level courses in sales management, marketing, and human resource management.