Instructor's Manual Selling and Sales Management Twelfth edition David Jobber Geoffrey Lancaster Kenneth Le Meunier-FitzHugh

Instructor's Manual Selling and Sales Management Twelfth edition David Jobber Geoffrey Lancaster Kenneth Le Meunier-FitzHugh

Case studies, scenarios and practical exercises
Different types of case studies can be used for different teaching situations. Generally,
they can be categorised as follows:
• Scenarios are quite short and are usually factually based quite often from newspaper
articles. These are normally associated with a single theme and provide a useful
medium for group discussion that might relate to the solving of a specific problem.
There are a number of such scenarios that we have listed as practical exercises at the
end of chapters throughout the text.
• Mini-cases are longer than scenarios and describe a particular situation that usually
has some problem or issue associated with it. They tend to be loosely based on reallife situations or are simply ‘manufactured’ by the case writer, and they are based on
a particular single issue or set of issues. The idea here is that they can form a
practical element classwork, verbal or written, individual or group assignment from
which lessons can be learned. Mini-cases also feature at the end of chapters
throughout the text and these too we term practical exercises.
• ‘Manufactured’ case studies are as the title implies, made up by the case writer, but
they are normally based on factual circumstances, albeit very loosely. They are
longer cases, usually containing a number of separate issues, and are deliberately
written to raise a particular set of issues. They are useful in classroom situations for
longer discussions, but can also be used as individual or group mini-projects for
which a written and/or verbal presentation is required. These types of case studies
feature at the end of chapters as practical exercises and they are useful as a medium
for sales training.
• ‘Factual’ case studies are, as the title implies, based upon real-life situations and
they simply report the facts and issues as seen and then summarised by the case
writer. Some cases are more complete than others and they tend to be compilations
of newspaper articles, company reports and personal research that the case writer
has gathered in relation to a specific organisation, although sometimes the
organisation is disguised to hide its identity. In fact, a problem that most students
cite when preparing their answers to such case studies is ‘insufficient information’.
Here, the ability to make assumptions prior to answering is very important. They
tend to contain a lot of quantitative information from which analyses can be drawn.
However, their ability to address specific problems is very patchy, as it depends
upon the issues that the situation has thrown up, and also upon how many such
issues the case writer has highlighted. As such they tend to be more useful for
general strategically based situations than for specific issues. These types of case
studies do not feature in this text, as they are more suited to business policy or
marketing strategy texts. 

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