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Question: discuss and explain the marketing plan for 2004 was recently...

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Discuss and Explain

The marketing plan for 2004 was recently released to the third-person sales force of Access Radiology Corporation. The salesperson were unhappy with what they saw, and Mary Callaghan,vice president of sales at Access, had received more than a dozen angry emails, voice mails , and memos from her salespeople . Complaints ranged from not enough money for lead- generation activities and too much image -based advertising to a lack of a comprehensive Web based marketing initiative . The last issue has salespeople worried about Access's senior management in an effort to create new on line initiatives at Access. It doesn't  seem that this is happening ,and Callaghan and her sales force are extremely concerned.

How should Callaghan address these issues with senior management, and what can she do to ensure that the company’s marketing department listens to the needs of the sales force and its customers?

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