Situational risk in organizational buying: a basis for adaptive selling

Article Abstract:

Customer perceptions of risk have a significant influence on the way buying decisions are made. The risk varies widely, however, depending on the particular buying situation facing the customer. Different aspects of the situation lead to variation in both the level and type of risk. The article defines two dimensions of risk, purchase importance and task uncertainty, and presents a two-by-two categorization of customer situations. Evaluating the four categories with the results from a survey shows that there are significant differences in the buying process, decision criteria, and information use across these customer situations. The categorization is assessed as a basis for understanding different types of customer situations and for adapting sales tactics in response to specific customer needs. (Reprinted by permission of the publisher.)

Methods, Analysis, Purchasing, Risk (Economics), Business-to-business market, Business to business market, Selling

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Designing sales force satisfying selling positions: a conjoint measurement approach

Article Abstract:

Management should assess their preferences for job attributes, while designing selling positions that satisfy salespersons. Findings suggest that within the sales force, preferences differ by career stage and by gender.

Management dynamics, Personnel administration, Advertising, Management, Human resource management, Marketing industry, Company business management, Company personnel management, Career opportunity, Career opportunities, Sales personnel, Salespeople

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