IN A DEPARTMENT STORE, SALESPEOPLE ARE REWARDED BASED ON THEIR SALES VOLUME. THE PROBLEM IS THAT THEY ARE GIVING SUBSTANTIAL DISCOUNTS AND PRESSURING CUSTOMERS TO MAKE UNNECESSARY PURCHASES What are the reasons for the negative consequences of these bonus schemes? Modify these schemes to solve the problems.

This bonus scheme has two main problems:

In this situation both lose, the company and its customers.

In order to solve this issue, the store should award bonuses based on total revenue and gross profit margin, not volume. This way, the salespeople will try to sell their products at the normal price, which means that they will have to convince their customers through other strategies and not just low price. The sales technique will have to shift from low cost to differentiated product that can satisfy their customers' needs.

answer; marketing resource management;