$2.$ IBM, P&G$,$ and many other companies have reorganized

to better serve their largest customers. How might a global

company reorganize itself to maximize effectiveness with its

most important customers? As senior sales management,

how would you define $$most important$$ customer $($by

current sales, future potential sales, or some other

criteria$)?$

$3.$ The chapter mentions the theory of transaction cost

analysis $($TCA$).$ What role does TCA play in the decision to

use a company sales force rather than independent

manufacturers$$ agents?