BUS 135 CH 4 HW.docx - Padua 1 Paolo Padua Professor Boveda...

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Padua Paolo Padua Professor Boveda Sales Management February 28, 2017 Chapter 4 HW Case Review 4.1 1. It’s time for IPI to reconsider its salesforce organization before losing several grocery chain buyers and distributors. According to the case, many dissatisfied buyers and distributors do not want to deal with a different IPI representatives from each product line and a lack of aggregation of products across product lines. It’s important to encourage aggregation among product lines to create mass marketing in order to target and serve a large population. Aggregating product lines will also eliminate the idea of buyers having to go through many different IPI representatives just to find a product. With an aggregated organization, a single representative will be to locate the item the buyer needs without the need to having to switch representatives per product line. 2. The advantages of organizing the IPI salesforce through a product line is that the representatives can develop strong knowledge of the product of a particular product line, questions of a product can be answered confidently by the representative in charge of a particular product line, and it makes it to easier find the representative in charge of a product line. However, not everything goes as smooth as it is described and some of the advantages of organizing through a product line can quickly turn to disadvantages.
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