The Disgruntled Customer

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Case Details:

Case Code : MKTG253
Case Length : 03 Pages
Period : -
Pub Date : 2010
Teaching Note : Available
Organization : -
Industry : Pharmaceutical
Countries : India

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Please note:

This case study was compiled from generalized experience of the authors, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction

The whole scenario was new to Rohan Sharma. He had joined as a Professional Service Representative (PSR) at a multinational pharmaceutical company, GloboPharma, just a fortnight ago and this was his first job. Since the sales territory he had joined had been lying vacant for around a month, Rohan was immediately introduced into the field after five days of induction training by the Area Manager. His supervisor said that he would be sent for the 25-day formal classroom training that the company provided to new PSRs later in the month.

The working norms required the PSRs at GloboPharma to meet 11 doctors on an average per day...

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Exhibits

Exhibit I: How Prescription Drugs are Sold
Exhibit II: Steps in a Typical Pharma Selling Process

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