Case Study Marketing

Directions

Review the following information to see how Xerox continues to be relevant through customer relationship building in an increasingly competitive industry: Read the case, watch the videos and respond the question below’

Background on Xerox

“Corporate Strategy – Company Profile—Can Xerox Duplicate Its Paper Success?” Foreign Direct Investment, April 2012. http://www.nytimes.com/1994/12/18/business/xerox-s-new-strategy-will-not-copy-the-past.html?pagewanted=all (Links to an external site.)Links to an external site.

To review the requirements as a sales representative for Xerox: www.xerox-jobs.com (Links to an external site.)Links to an external site.

  • Read the video case in the textbook on pp. 593-594.
  • Watch the Xerox case video: http://www.viddler.com/embed/74096e5a/?f=1&autoplay=0&player=full&disablebranding=0 (Links to an external site.)Links to an external site.
  • Review the following online websites and articles:
  • A Day In the Life of a Xerox sales rep: http://www.xerox.com/jobs/day-in-the-life-in-sales/enaw.html (Links to an external site.)Links to an external site.

Question:

Based on the information provided, put yourself in the position of a marketing consultant brought in to the company to critically examine the company’s dedication to customer development and retention, and then formulate a set of well-developed and supported recommendations to the company’s senior leadership team. The recommendation should be logically presented, well-supported, and thoroughly vetted.

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