2. Bob Marsh worked at Kramer
Pharmaceutical for 12 years
Hard working, well established
Bob was fired because of failure to comply
with company protocol after various
attempts
Afterwards physicians has asked the
Kramer officials to bring him back
3. Bob Marsh was detailer for Kramer
Pharmaceuticals
Detailing is a one to one marketing
technique used by pharmaceutical companies
to educate a physician about a vendor's
products in hopes that the physician will
prescribe the company’s products more often.
Assigned for 200 physician and hospital
accounts in Toledo, Ohio
Regular work includes field visits which
includes six to nine doctor or hospital calls per
day and report making
4. Unconventional but effective way of selling
Quickly grasped all facets of the job,
including product characteristics & basic
selling skills
Physician found comfortable in working
with him
Increased Kramer sells
Increased in number of Physicians buying
Kramer Products for office use
5. No proper planning and follow up of the of the
work
Question logic of some of company’s major
promotion programs
Used to develop his own promotion programs
than in following plans outlined at district
meetings
Deciding himself which products to promote
Tendency to pre-judge customers’ interests
Less focus on promotion of new products
6. Meredith (66’-70’) – Above average
Bill Couch (71’-74’) – Well above average
Jim Rathbun (75’) – Satisfactory
Vince Reed (76’) – Satisfactory
Tom Wilkens (77’) – Completely
unsatisfactory
Tom Franklins (78’) – Termination
7. Continuous changes in supervisor
Young and less experienced supervisor who
failed o understand Bob’s style
Not enough attention is given to understands
Bob’s effective style and its result
Too much focus on Bob’s weakness such as in
area of new product and thus neglecting his
strength
Bureaucratic style of management
Not taking feedback of the clients of the Bob
which were physician hospital personal etc.
8. Company should restore Bob his initial
position
Company should also impart formal training
to improve his record keeping &
documentation skills
Company should also give him training to
increase his level of understanding of
promoting new products
Company should properly use his personal
selling techniques to build relationship with
important customer
