This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to ...a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing.
•The mediating effect of customer qualification skills on the impact of cultural intelligence on adaptive selling behaviors was investigated.•The moderating role of gender in the effectiveness of ...cultural intelligence on customer qualifications skills was examined.•Cultural intelligence was positively related to customer qualification skills and adaptive selling behaviors.•Customer qualification skills partially mediated the positive association between cultural intelligence and adaptive selling behaviors.•The positive association between cultural intelligence and customer qualification skills was found to be stronger among female export salespeople than their male counterparts.
This study examines the underlying mechanism explaining the contribution of cultural intelligence (CQ) to adaptive selling behaviors in cross-cultural selling contexts. The study draws on cognitive resource theory in order to explore the mediating role of customer qualification skills in explaining how CQ contributes to adaptive selling behaviors. The study also uses social role theory to illustrate the moderating role of gender in the effectiveness of cultural intelligence on customer qualification skills. Data were collected from 966 export salespeople in mainland China using a questionnaire survey, and partial least squares structural equation modeling was used for the data analysis. The results revealed a positive association between cultural intelligence and adaptive selling behaviors, as well as a partial mediating effect of customer qualification skills on this positive association. Moreover, the positive relationship between cultural intelligence and customer qualification skills was found to be stronger among female export salespeople than their male counterparts.
To provide much-needed guidance for digital transformations in sales organizations, we draw from change readiness theory to propose a digital selling effectiveness framework. Based on a ...cross-industry sample of 225 salespeople across 69 sales organizations, findings reveal key organizational and managerial influence mechanisms that impact digital selling readiness, and consequently, effectiveness. We discover that digital selling psychological climate drives digital selling readiness; however, results also reveal the strong influence marketing has over this relationship. Marketing-sales joint rewards increase the influence of digital selling climate on readiness, whereas marketing-sales rivalry weakens such influence. On the managerial side, positive outcome framing, an apprising managerial influence tactic, positively impacts digital selling readiness. At the same time, sanction influence tactics negate the effect of positive outcome framing on readiness while consultation tactics yield little influence. Importantly, we demonstrate an association between digital selling readiness and effectiveness, illustrating a performance-based approach for successful digital transformation.
The present research examines how customer and selling orientations impact salesperson predisposition to engage in unconventional workplace behaviors. A theoretical model, routed in creativity theory ...(Amabile, 1983), proposes customer-oriented salespeople as more likely to engage in positive workplace behaviors (e.g., creative selling) and to avoid negative workplace behaviors (e.g., passive deviance). Conversely, the theory predicts the opposite for salespeople with relatively high selling orientation. A sample of business-to-business salespeople provides data for testing the model. Results suggest that relatively high customer orientation encourages greater creative selling and, in turn, higher job performance. Conversely, high selling orientation is associated with increased levels of passive deviance, which in turn, promotes higher turnover intentions both directly and indirectly through job performance. Finally, the research explores the moderating role of salesperson experience on the hypothesized model. The moderation results suggest that for those with less sales experience, customer orientation does relatively less in mitigating, while selling orientation does more in promoting, passive deviance.
While prior research studied the impact of information sharing on competition in the supply chain assumes suppliers adopt same selling channels, we contribute to this research by analyzing public and ...private information sharing under three types of supply chain structures. This paper considers two scenarios including public–public information sharing and public–private information sharing. In each scenario, competing suppliers can sell products in one of three types of supply chain structures including indirect–direct channel structure, indirect–indirect channel structure, and direct–direct channel structure. Using a game-theoretic framework, we get the profits of suppliers under two scenarios and compare the expected profits under different scenarios to analyze the impact of public information sharing and private information sharing on the competition. By comparing the profits of suppliers under different channel structures, we get the existence conditions of each channel structure. We show our key findings as follows. Interestingly, we find that public information sharing enhances supply chain competition and conversely, private information sharing mitigates supply chain competition. This finding suggests that suppliers can use private information sharing as a tool to increase competitive capability in channel competition. We also find that the supplier with low-quality products is willing to share private quality information when the products’ quality difference is low. A surprising finding is that private information sharing achieves a win–lose outcome, where one supplier earns a higher profit compared to public information sharing whereas another supplier earns a lower profit. In addition, only under the public–private information sharing scenario can suppliers adopt the indirect–direct channel structure.
•Private information sharing mitigates channel competition.•Public information sharing enhances channel competition.•Private information sharing achieves a win–lose outcome.•Private information sharing impacts suppliers’ selection of selling channel.
Stories They Tell Martin, Sarah E; Rawlins, Jacob D
Journal of business and technical communication,
10/2018, Letnik:
32, Številka:
4
Journal Article
Recenzirano
This study investigates the themes that drive persuasive recruiting appeals, or stories, designed to attract new, entrepreneurial workers in the direct selling industry. It offers a rhetorical ...perspective informed by fantasy theme analysis on the themes present in the recruiting content on the corporate Web sites of three direct selling companies (Mary Kay, Stella & Dot, and Scentsy). The analysis indicates that rhetorical agency is a core theme in the persuasive recruiting stories for these companies. Offering a means for business and technical communication scholars to explore agency or other persuasive story themes in context, this study addresses how a rhetorical perspective is useful to assess recruiting appeals in shifting, entrepreneurial work contexts.
Today’s business organizations are faced with increased competition and growing customer expectations which require varying approaches to market opportunities. These opportunities necessitate that ...organizational decision makers determine how to allocate resources based on the potential of the opportunity. Human capital is arguably the most important resource within an organization and many firms have moved from a single salesperson model to a team selling modality. While the adoption of a sales team approach has been growing in practice for decades, academic research has not kept pace with the changes in the field. The intent of this team selling literature review is to: 1) define team selling, 2) review recent and relevant literature that focuses on team selling both within and outside of the marketing discipline, 3) identify themes evident in the current team selling research, and 4) outline promising areas for future investigations that stem from each research theme.
ABSTRACTIdentifying the steps of the practice evaluation process, you must understand the basic information regarding definitions and terms commonly used with practice sales. The questions most asked ...by doctors who are considering purchasing a practice.
Live‐stream selling is becoming increasingly popular in e‐commerce platforms, where streamers sell products through real‐time interactions, while consumers make purchases during live‐stream time. We ...identify several important factors to evaluate the live‐stream selling: (1) the streamer's ability to sell, which brings an extra value to consumers through real‐time illustrations and social interactions; (2) whether the extra value is positively or negatively correlated to consumers’ preference value; and (3) consumers’ cost to purchase through the live‐stream channel since consumers have to participate in the live‐stream show during a fixed time. We find that adding a live‐stream channel is profit‐enhancing only when the streamer's ability to sell is sufficiently high. If we consider the switching demand to the traditional channel from consumers who would have purchased from the live‐stream channel during the live‐stream time, we find that (1) a single live‐stream channel can be optimal, and (2) a high streamer's ability to sell may result in a profit loss. We also find that regardless of the switching demand, live‐stream selling is always more profitable when the extra value is negatively correlated with the consumer's preference value than the scenario when the extra value is positively correlated. These findings not only contribute to the literature on live‐stream selling and price discrimination but also offer guidelines for firms to make strategic decisions on live‐stream selling.
