Product details

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Published by: Allied Business Academies
Published in: "Academy of Marketing Studies Journal", 2011
Length: 14 pages

Abstract

An understanding of the perceptions of students towards personal selling is an important area of study. Personal selling is a critical marketing activity that accounts for a major portion of the revenue generation for any company. Those who sell the products are the life blood of the organization. The sales profession is the major source of revenue and stability for any organization. Absent the ability to sell products and services, a company is in serious jeopardy of losing its competitive edge and its worth as a company. Personal selling is represented at many levels in a company and in various business dealings. Recruiting future sales professionals is vital to the continued success and sustainability of business entities. The findings in this exploratory study demonstrated that the overall sales career perception scale is a valid and reliable measure of African-American students' ideas of sales as a career. We have demonstrated in this case study that there are different perceptions among students, the potential salespeople of the future, and who they are as individuals. Specifically we found out that there is no significant difference in African-American male or female students' perception of the profession, aside from interest in selling as a career and two perception statements, where men and women had significant differences of opinion.

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Abstract

An understanding of the perceptions of students towards personal selling is an important area of study. Personal selling is a critical marketing activity that accounts for a major portion of the revenue generation for any company. Those who sell the products are the life blood of the organization. The sales profession is the major source of revenue and stability for any organization. Absent the ability to sell products and services, a company is in serious jeopardy of losing its competitive edge and its worth as a company. Personal selling is represented at many levels in a company and in various business dealings. Recruiting future sales professionals is vital to the continued success and sustainability of business entities. The findings in this exploratory study demonstrated that the overall sales career perception scale is a valid and reliable measure of African-American students' ideas of sales as a career. We have demonstrated in this case study that there are different perceptions among students, the potential salespeople of the future, and who they are as individuals. Specifically we found out that there is no significant difference in African-American male or female students' perception of the profession, aside from interest in selling as a career and two perception statements, where men and women had significant differences of opinion.

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