Sales and Purchasing Management Assignment Based on ABB and Caterpillar (A): Key Account Management ( IMD-3-1852 , 27.07.2007) by Winter Nie; Thomas E Vollmann; Inna Francis answer following questions (2000 words)

1. How might the current approach to sales (ABB) fail to generate revenue potential and, therefore, hinder contribution to the organizational and sales strategy?

2. What changes could be made to improve the relationship to ensure improved results and develop a more substantial company position?

3. Describe how a more integrated marketing communications (Sales/Marketing) might be adapted to enable positive performance for ABB?

4. Describe how purchasing would work in Caterpiller with emphasis on how value would be delivered to their clients?

5. Develop recommendations for both Caterpillar and ABB on better ways of working together.