Marketing Selling Project
Student Name: ____________________________Class #: ____________
Marketing Case Study
The managers of Ashby Ponds Retirement Community are interested in finding new and
exciting ways to get the residents up and moving around. They have expressed Interest in the
FITBITS and have called FITBIT Sales Inc. to set up a sales meeting. You have never met any
of the managers from Ashby Ponds before, but you are familiar with what they do at their
retirement community. Choose the FITBIT below that you think would be the best “fit” for the
residents at Ashby Ponds. You may want to do further research on the FITBIT you choose.
Fitbit One

Price: $99.95 from Fitbit

Features: The One can be clipped onto clothing. It tracks steps,
distance, calories burned, floors climbed, active minutes and sleep. It
also features a clock and silent vibrating alarm. The product includes a
simple OLED display and syncs wirelessly to compatible devices.

Battery life: 10 to 14 days

Good fit for: Fitness enthusiasts who want to monitor both their activity
and their sleep, and don’t want to wear something on their wrist.
Fitbit Flex

Price: $99.95 from Fitbit

Features: The Flex is a sleek and stylish wristband that tracks sleep, steps, calories and
distance traveled. It also includes a silent vibrating alarm and can sync
wirelessly to compatible devices. It doesn’t have a traditional screen,
but the slim wristband displays LED lights that show progress
toward goals. Comes in different colors.

Battery life: Up to five days

Good fit for: People who want a water-resistant wristband, which
allows fitness tracking to continue no matter the activity.
Answer the following questions (10 points each)
1. What is the target market? Be specific including market segmentation.
2. Product Analysis – create a feature/benefits chart for the FITBIT
o You must list at least 8 features and 8 benefits
o Keep in mind who you are selling to
3. Approach the Customer – this will be a business to business sales situation that was
scheduled in advanced. You have never met any of the managers before, but you know
they are familiar with your products.
o Write a paragraph explaining what the sales person must do (pre-approach)
before the sales meeting.
o Which type of sales approach will you use?
4. Determine Needs – Ask the customer questions
o Determine what their buying motives are (why do they want to buy your product)
o You must ask at least 7 questions
5. Present the Product – Show the product to the customer
o Explain how you would present the product to the manager
6. Overcome objections – Overcome two objections and you must provide a technique for
each objection
o “The price is too high”
o “We don’t know if this product will provide what we are looking for”
7. Close the Sale – The sales person must attempt to close the sale
o Identify which method used and why
8. Suggestion Selling – Sales person must attempt to add additional products to the sale
o Increase the quantity
o Add additional products that will enhance the purchase
9. After the Sale Activities – End the sale with a thank you note and write a thank you note
to the manager.
Answer the following questions (5 points each):
1. What is the overall goal in selling?
2. What is the difference between an objection and an excuse?
3. What are three methods to observing customer needs?
RUBRIC
Target Market
10
Feature/Benefits Chart
10
Approach Paragraph
10
7 Questions to Determine Needs
10
Present the Product
10
2 Objections
10
Close the Sale
10
Suggestion Selling
10
After the Sale
10
Answers to 3 questions
10
Total Points
100
Marketing Case Study ANSWER SHEET