Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

19. Implementing and
    Controlling Marketing
    Plans: Evolution and
    Revolution

Text © The McGraw−Hill

Companies, 2002

Implementing and Controlling Marketing Plans: Evolution and Revolution 565

Exhibit 19-7 shows the overall picture of Stereo’s sales on the Pacific Coast. What

do you think the manager should do?

The Portland district has the poorest performance—but it isn’t too bad. Before

writing a “let’s get with it” letter to Portland and then relaxing, the sales manager

decides to analyze the performance of the four sales reps in the Portland district.

Exhibit 19-8 shows a breakdown of the Portland figures by sales rep. What conclu-

sion or action do you suggest now?

Since Shanna Smith previously was the top sales rep, the sales manager wonders

if Smith is having trouble with some of her larger customers. Before making a dras-

tic move, she obtains an analysis of Smith’s sales to the five largest customers. See

Exhibit 19-9. What action could the sales manager take now? Should Smith be

fired?

Smith’s sales in all the large stores are down significantly—although her sales

in many small stores are holding up well. Smith’s problem seems to be general.

Perhaps she just isn’t working. Before calling her, the sales manager decides to look

at Smith’s sales of the four major products. Exhibit 19-10 shows Smith’s sales. What

action is indicated now?

Sales ($000)

900

800

700

600

500

Quota

Actual

Jane

Johnson

104%

Shanna

Smith

69%

Bill

Jones

106%

Joe

Carson

95%

Sales

representative:

Performance to

quota:

780

550

840

630

750

(^800790)
660
Exhibit 19-8
Sales Performance—
Portland District,
January–June ($000)
Sales ($000)
200
150
100
50
Quota
Actual
#1
46%
#2
69%
#3
57%
#4
50%
Store:
Performance
to quota:
140
65
110
70
105
60
130
65
205
150
110
140
#5
73%
Others
127%
Exhibit 19-9
Sales Performance—
Selected Stores of Shanna
Smith in Portland District,
January–June ($000)