Assume that you are the new sales manager for SNHU Conference Services. The department works closely with the SNHU Culinary School in hosting banquets, conferences, sales meetings, and other events for Manchester-area businesses and nonprofit organizations. All events are held on-site, either within the dining area of the Culinary School or in other SNHU meeting facilities. Your basic task as sales manager is to sell the department’s services and develop a full schedule of business events during the coming year.
Part One:
Buying Process in Organizations
This first portion of your report will examine a unique business buying/selling situation using the eight-step buying process. You need to select the buying company, and the selling company is your department, SNHU Conference Services. Assume it is a new task buying situation.
Identify the following:
- The buying company
- The selling company
- The problem or opportunity
- How the seller plans to influence the buyer during each of the eight steps
- Who is involved in the purchase decision within the buyer’s “buying center”
- What criteria the buyer will use to evaluate sellers (use the text as a guide)
- What individual needs must be met of the buying center members (use the text as a guide)
- What, if anything, would change if this were a modified or straight rebuy
Part Two:
Prospecting and Qualifying Sales Leads
Respond to the following:
- Describe the lead generating and prospecting strategies you will use. Which prospecting sources did you find most useful?
- Describe the business characteristics you will use to qualify your prospective leads.
- Identify and briefly profile two real companies that you believe represent strong prospects for SNHU Conference Services. Explain why they would make strong prospects.
Short Paper/Case Study Rubric (Undergraduate)
Guidelines for Submission: Short papers should use double spacing, 12-point Times New Roman font, and one-inch margins. Sources should be cited according
to a discipline-appropriate citation method. Page-length requirements: minimum of 2 pages.
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Main Elements Includes all of the main
elements and requirements
and cites multiple examples to
illustrate each element
Includes most of the main
elements and requirements
and cites many examples to
illustrate each element
Includes some of the main
elements and requirements
Does not include any of the
main elements and
requirements
25
Inquiry and Analysis Provides in-depth analysis that
demonstrates complete
understanding of multiple
concepts
Provides in-depth analysis that
demonstrates complete
understanding of some
concepts
Provides in-depth analysis that
demonstrates complete
understanding of minimal
concepts
Does not provide in-depth
analysis
20
Integration and
Application
All of the course concepts are
correctly applied
Most of the course concepts
are correctly applied
Some of the course concepts
are correctly applied
Does not correctly apply any of
the course concepts
10
Critical Thinking Draws insightful conclusions
that are thoroughly defended
with evidence and examples
Draws informed conclusions
that are justified with evidence
Draws logical conclusions, but
does not defend with evidence
Does not draw logical
conclusions
20
Research Incorporates many scholarly
resources effectively that
reflect depth and breadth of
research
Incorporates some scholarly
resources effectively that
reflect depth and breadth of
research
Incorporates very few scholarly
resources that reflect depth
and breadth of research
Does not incorporate scholarly
resources that reflect depth
and breadth of research
15
Writing
(Mechanics/Citations)
No errors related to
organization, grammar and
style, and citations
Minor errors related to
organization, grammar and
style, and citations
Some errors related to
organization, grammar and
style, and citations
Major errors related to
organization, grammar and
style, and citations
10
Total 100%
