Question description

 

Write a minimum 350 word paper on attached case study addressing:

 

• Is a relationship selling approach or transactional selling approach best in this situation? Discuss the differences between the two different approaches
• Would the same approach work for independent and chain drugstores, or should a different selling approach be used? Justify your recommendation

Paper must follow the APA standards regarding formatting, citation, and references.

 

case study.docx 

Dasseaux Pharmaceuticals is a French-owned firm that entered the U.S. market about five years ago. Using two separate sales groups, the company markets over-thecounter ophthalmic products east of the Mississippi River. One sales group concentrates its efforts on independently owned retail drugstores; the other, much smaller group focuses on selling to chain drug stores such as Walgreen’s, Rite Aid, CVS, and Sav-On. The primary promotional thrust of Dasseaux Pharmaceuticals is on trade advertising to create brand awareness with pharmacists at independent drugstores and chains, as well as with purchasing agents for large drugstore chains. Dasseaux also provides point-of-purchase display materials and offers coop advertising programs. The retail price of the company’s products is competitive with similar products available in the market. But the retail margin for drugstores is a little higher than on other brands typically sold in the stores. Package design and color are contemporary, and product quality meets or exceeds competitive offerings. Along with providing an extensive array of in-store promotional materials, Dasseaux Pharmaceuticals relies on the pharmacists to recommend its products. The success of this strategy depends a lot on how effective salespeople are in communicating to the pharmacists that margins, and therefore profits, are higher with Dasseaux products.