Marketing 3rd Edition by Dhruv Grewal,Michael Levy

Exercise 14

You have taken a summer job in the windows and doors department of a large home improvement store. During sales training, you learn about the products, how to best address customers' needs, why the lifetime value of the customer concept is so important to a store like this, and how to sell the customer the best product to fit their needs regardless of price point. One day your manager informs you that you are to recommend Smith Windows to every window customer. Smith Windows are more expensive and don't really provide superior benefit except in limited circumstances. The manager is insistent that you recommend Smith. Not knowing what else to do, you recommend Smith Windows to customers who would have been better served by lower cost windows. The manager rewards you with a sales award. Later the manager tells you that he received an all-expenses-paid cruise for his family from Smith Windows. What, if anything, should you do with this information?