The paper "Selling Performance of Stevens" is a great example of a case study on marketing. The accounts manager, Stevens of Fletcher Company got the wrong impression about the buying behavior and needs of her customer which is Tymco Company. According to her the main priority of the company was to make profits despite the risks and quality of the products. For this reason, the reason she had to persuade the sales agent of Tymco to purchase controls and motors from the company instead of buying them from multiple suppliers.
This according to her would have reduced the costs by the company and reduce losses from purchasing the products from multiple companies. It is also clear that she did not understand the needs of her customers well enough. She thought that her customer was not more focused on the quality of the products. It is for this reason that she was able to convince the company to purchase all the controls from her company. She even went ahead and convinced the agent of Tymco to purchase motors from her company. However, she ignored the fact that Tymco used to purchase some controls and motors from other companies due to the failure of Fletcher’ s products to meet some of the company’ s quality requirements.
This proves that the company was not just focused on purchasing the goods but it was also focused on the quality of the goods. Although she was able to convince the customer to purchase the products from her company, it did not work out quite well with some members of Tymco Company. This is evident that she did not understand the needs of the customers well enough to make the decisions that she had to make. Stevens was also ignorant and she did not make enough consultations before making decisions that she made.
During her decision-making process, she did not put into consideration the needs and objectives of her customers. She also ignored the fact that the customer was making certain decisions due to some reasons that were best meant for the company. She also failed to understand the motivation factor of her customers. The customer did not want to purchase just any equipment but those that will satisfy their needs.
It is evident that she did not see the reason why the customer had to purchase certain products from other companies while her company could supply the products. Her main motive was profit-making since she even estimated that if the proposal she had could go through, then the company would double its profits. However, she did not consider the attributes of her customers concerning her products. Her products could not fully satisfy the needs of the customer. This is an area she had not researched.
The products from her company had a high reject rate as compared to those of other companies that supplied the same products. It is thus evident that she did not understand fully the needs and requirements of her customers well enough. She also did not know the objectives of her customers regarding the products. If she had this knowledge, then it would have been easier for her to make wise decisions.