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.

Research, Marketing, Selling, Product lines

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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.

Management dynamics, Customer Relations, Analysis, Management, Business-to-business market, Business to business market, Company business management, Sales personnel, Salespeople

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