“After a short stint as a booking salesman assigned to directly serve the hospital accounts, my boss assigned me to handle a distributor.  This new task practically overwhelmed me.  It was my first time to manage a distributor account.  I was a consistent sales quota buster and I didn’t understand why my boss called this career move a reward for my good performance.  I also had very little idea why our company had to sell to our non-key accounts through distributors and not directly through own sales force.  I didn’t even know how distributors operate their business but my office calls me a distributor manager.” – Bothered Mike    “My boss measures my performance based on how much I sold to my distributor and how fast I collected from them.  Period!  My boss never bothered to ask me how much my distributor sells to customers, to which customers, how many customers, and how much money my distributor makes.  He didn’t care as long as I hit my targets.  As my monthly targets became higher, I invented and reinvented more ways to dump stocks into my distributor’s warehouse.  It really infuriates my distributor.  What can I do?  After all, my boss constantly “reminds” everyone that we’re only as good as our last performance.” – Bewildered Ron   Comment on the relationship between the manufacturer and the distributors in these situations. What kind of relationship should the manufacturer develop with distributors?  Justify your answer.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
icon
Related questions
Question

“After a short stint as a booking salesman assigned to directly serve the hospital accounts, my boss assigned me to handle a distributor.  This new task practically overwhelmed me.  It was my first time to manage a distributor account.  I was a consistent sales quota buster and I didn’t understand why my boss called this career move a reward for my good performance.  I also had very little idea why our company had to sell to our non-key accounts through distributors and not directly through own sales force.  I didn’t even know how distributors operate their business but my office calls me a distributor manager.” – Bothered Mike  

 “My boss measures my performance based on how much I sold to my distributor and how fast I collected from them.  Period!  My boss never bothered to ask me how much my distributor sells to customers, to which customers, how many customers, and how much money my distributor makes.  He didn’t care as long as I hit my targets.  As my monthly targets became higher, I invented and reinvented more ways to dump stocks into my distributor’s warehouse.  It really infuriates my distributor.  What can I do?  After all, my boss constantly “reminds” everyone that we’re only as good as our last performance.” – Bewildered Ron

 

    1. Comment on the relationship between the manufacturer and the distributors in these situations. What kind of relationship should the manufacturer develop with distributors?  Justify your answer.   
     
    (why is this being rejected? Its not really hard i need help)
Expert Solution
steps

Step by step

Solved in 3 steps

Blurred answer
Recommended textbooks for you
Principles Of Marketing
Principles Of Marketing
Marketing
ISBN:
9780134492513
Author:
Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:
Pearson Higher Education,
Marketing
Marketing
Marketing
ISBN:
9781259924040
Author:
Roger A. Kerin, Steven W. Hartley
Publisher:
McGraw-Hill Education
Foundations of Business (MindTap Course List)
Foundations of Business (MindTap Course List)
Marketing
ISBN:
9781337386920
Author:
William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:
Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing: An Introduction (13th Edition)
Marketing
ISBN:
9780134149530
Author:
Gary Armstrong, Philip Kotler
Publisher:
PEARSON
MKTG 12:STUDENT ED.-TEXT
MKTG 12:STUDENT ED.-TEXT
Marketing
ISBN:
9781337407595
Author:
Lamb
Publisher:
Cengage
Contemporary Marketing
Contemporary Marketing
Marketing
ISBN:
9780357033777
Author:
Louis E. Boone, David L. Kurtz
Publisher:
Cengage Learning