Marketing 16th Edition by William Pride,Ferrell

Exercise 1

company. Customer relationships are so integral to Murray's that its cheesemongers taste the cheese with the customers. In this way, Murray's in-store sales force educates themselves about the cheeses they are selling and creates a valuable experience where the customer feels appreciated. By establishing this unique experience, Murray's often succeeds in getting customers to purchase more products at once and make repeat purchases.
This positive customer environment is what Murray's Cheese hopes to bring to Kroger's. Those Kroger employees who sell Murray's cheeses undergo extensive training beforehand. Murray's even created a 300-page cheese service guide for these recruits. Kroger customers seem to appreciate the more attentive customer service they receive in these Murray branded shops. In a pilot program where three Murray's Cheese shops replaced Kroger cheese departments, sales increased SO to 100 percent. It was such a success that, under the new partnership, Murray's Cheese will open 50 Murray's shops in Kroger supermarkets within three years.
Personal selling does not always have to be about traveling throughout sales territories, calling on prospects. Murray's in-store cheesemongers make and close sales doing what they do best: educating customers and sharing the gourmet cheese experience. With Kroger's success at promotion and Murray's strengths in personal selling, it looks to be a win-win situation for both partners. Murray's motivated cheeeemongers help to satisfy the needs of their customers and achieve personal goals.
1. How would you explain the sales presentation that is most effective for selling Murray's cheese products?
2. How would you apply the concept of relationship selling to building long-term customers at Murray's Cheese?
3. Do you think that Murray's Cheese salespeople need extensive motivation and training?