Sales and Bob Marsh

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Text Preview * 1. Case Study Kramer Pharmaceuticals, Inc. Presented by Debi Prasad Bagria Kishor Chandwani Nandini Mudgil Mrinmoy Kanti Das Rahul Agarwal Ritesh Kumar Singh * 2. Case Background Company : Kramer Pharmaceuticals, Inc Business : Pharmaceuticals (Manufacturer of Prescription Drugs) Country : U.S. Year : 1978 Competitors: Abbott, Lilly, Merck, Upjohn & Schering * 3. Case Background Bob Marsh, a former detailer, worked at Kramer Pharmaceutical for 12 years and was considered a hard working, well established detailer (product specialist and sales associate). He possessed excellent references and credentials. Bob was fired because of failure to comply with company protocol after failing to make several changes in his behavior. Although it was a little unconventional, his methods have worked well for him for 12 years. This case is extremely rare. Irate customers (Physicians) complained on Bob Marsh's behalf making the termination of Bob an issue. Sales Vice President decided to look into the case in detail, to determine whether Marsh's discharge was a management failure and, if so, what could be done to remedy this unfortunate situation . * 4. Kramer’s Value Chain Manufacturer Wholesalers Drug stores General Public by Prescriptions Hospitals Physicians * 5. Kramer’s Sales Force Over 500 Detailers Considered second to none in the business Job details: To call regularly on hospital personnel, doctors & dentists to describe the product line & to persuade these medical personnel to use and prescribe Kramer drugs A typical Kramer detailer is responsible for about 200 physician and hospital accounts within an assigned geographic territory & expected to make between six and nine doctor or hospital calls per day * 6. Kramer’s Sales Force

* 7. Kramer’s Sales Force Employee Attrition : Much lower than Industry average Only about 8% lost each year from resignations,...
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