Top-down versus bottom-up sales tactics effects on the presentation of a product line
Article Abstract:
Marketing professionals employee either a top-down or a bottom-up sales approach to influence consumers to make higher priced choices within a product line. A comparison of both approaches was conducted using a compact disc player product line. The results showed that a top-down sales approach was more effective in influencing consumers to make higher priced product selections.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1996
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Firm market orientation and salesperson customer orientation: Interpersonal and intrapersonal influences on customer service and retention in business-to-business buyer-seller relationships
Article Abstract:
The influence of a firmEs market orientation and salesperson customer orientation on buyer-seller relationships is examined. The results suggest that a firmEs market orientation positively influences salesperson work attitudes. The importance of sales managers recognizing the impact of their organizational commitment on salespersonsE attitudes toward customers is highlighted.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2003
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