Kraft Foods recently reorganized its sales force,cut prices on key products,divested itself of lower-margin brands,and closed plants.The activity that has proven most effective has been the reorganization of the sales force.Kraft Food now has one sales force,compared to four originally.Its 3,500 sales staffers are responsible for its entire product portfolio.The sales force works in integrated sales teams organized around product lines and assigned a sales quota.Any new problems encountered by the sales teams are shared with other teams.The sales teams are encouraged to use the AIDA concept (attention,interest,desire,and action).The sales teams are well trained in networking,generating sales leads,sales forecasting,and negotiations.As a result of these changes,two-thirds of the Kraft portfolio showed a significant increase in market shares.
-Refer to Kraft Foods.Mallory,a junior salesperson for Kraft,has been given a list of all grocery retailers in her province.She has been instructed to call each number on the list and see if the respondent is interested in stocking several new Kraft product lines.What is Mallory doing?

Question

Quizplus · Accepted Answer

Mallory is engaging in cold calling, which involves contacting potential customers who have not expressed prior interest in the product or service being offered.

Kraft Foods Recently Reorganized Its Sales Force,cut Prices on Key