Tengilimoğlu Dilaver, Korkmaz Sezer, Akinci Fevzi, Parsons Amy L
Educational Faculty of Business & Tourism, Gazi University, Besevler, Ankara, Turkey.
Health Mark Q. 2004;22(2):3-26. doi: 10.1300/j026v22n02_02.
This study examined the perceptions of medical sales representatives of job related duties, job qualifications needed, and motivating factors and tested for differences based on gender, age, years of experience and education using prior research as a base. This study also explored issues that may arise between sales people and physicians. The authors surveyed 132 medical sales representatives from pharmaceutical firms located in Ankara, Turkey. The authors' findings highlight the need in Turkey for developing in-service training programs for medical sales representatives, especially in the areas related to technical aspects of the product, effective marketing and personal selling strategies, and consumer relations. Training in these areas will help salespeople to better manage the problems typically encountered in physician-sales representative relations. While the study was conducted in Turkey, the results are similar to findings in prior research conducted in other countries and therefore may be of interest to all sales managers.
本研究调查了医药销售代表对工作职责、所需岗位资质以及激励因素的看法，并以先前研究为基础，检验了基于性别、年龄、工作经验和教育程度的差异。本研究还探讨了销售人员与医生之间可能出现的问题。作者对位于土耳其安卡拉的制药公司的132名医药销售代表进行了调查。作者的研究结果凸显了土耳其为医药销售代表制定在职培训项目的必要性，特别是在与产品技术方面、有效的营销和个人销售策略以及客户关系相关的领域。这些领域的培训将帮助销售人员更好地处理医生与销售代表关系中常见的问题。虽然该研究是在土耳其进行的，但结果与其他国家先前的研究结果相似，因此可能会引起所有销售经理的兴趣。
