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You can do this with user groups. Create 3 user groups, if not already available, named "REPS", "MANAGERS" and "VPS". Once these user groups have been created and all the users are assigned to the respective groups, you can then edit/create calculated fields for each of the measures as mentioned below:
SAT%: No change since everyone can see it.
VSAT%: IF NOT ISMEMBEROF("MANAGERS") THEN <VSAT Calculation> END
Quality: IF NOT ISMEMBEROF("REPS") THEN <Quality Calculation> END
Utilization: IF NOT ISMEMBEROF("REPS") THEN <Utilization Calculation> END
Productivity: IF ISMEMBEROF("VPS") THEN <Productivity Calculation> END
Use these measures to display in the cross tab.
Hope this helps.