Contemporary Marketing 17th Edition by Louis Boone,David Kurtz

Exercise 21

Green Mountain Coffee Roasters is well known for its specialty coffees, available in many retail outlets such as supermarkets and convenience stores. But visit a medical office or a car dealership, and you might find it there as well-in one-cup dispensers, ready for individuals to brew while waiting. This requires personal selling to office managers, doctors, and the like. What role does relationship selling play in this situation? What kind of training might Green Mountain sales reps receive?