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Essay / Research Paper Abstract
This 6-page paper focuses on what happens to a sales force that moves from the product-loaded format to one that takes into account customer needs. Bibliography lists 6 sources.
Page Count:
6 pages (~225 words per page)
File: D0_MTmgmtsale.rtf
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Unformatted sample text from the term paper:
to Eskimos (or barbecue grills to island natives) was thought to be a very good salesperson. However, times have changed. Rather than trying
to sell a customer something he/she doesnt want, todays salesperson needs to first determine the customers needs, then figure out how the product/service he/she is offering can help the consumers
meet their needs. This was a lesson that Johnson Drug Company struggled to learn as it moved from a "product loading" philosophy to one based on the consumers needs (Spiro
et al, 2006). This is complex, as the entire sales chain for pharmaceuticals and drugs consists of everything from the order entry to merchandising and advertising programs - this isnt
a situation in which a salesman just comes in, chats with the druggist and drops off the flyer (Spiro et al, 2006). The
interesting issue, however, is that pharmaceutical drugs are sold somewhat differently - between 1940 and 1970, for example, pharmaceutical drugs became a competitive arena as selection of distribution channels was
being more difficult (Spiro et al, 2006). In the meantime, drug companies were more and more focused on profit margins and maximization, as well as moving to satisfy customer needs
- and by the late 1980s, as chains began proliferating, many experts began wondering if the independent pharmacist was a thing of the past (Spiro et al, 2006). And, in
the 1990s, druggists began finding help to survival by taking advantage of extended services provided by the drug wholesaler (Spiro et al, 2006).
The question we need to ask ourselves here is how Johnson Drug company can prepare itself, and its staff, for the reality of todays pharmaceutical industry. This means
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