A confirmatory investigation of industrial buyer image of the saleswoman

Article Abstract:

An intervening variable between ability and sales performance is the receptivity of professional purchasing agents. In this article we examine the extent to which purchasing agents' perceptions of female sales representatives constitute a barrier to the latter's sales performance and effectiveness. The present investigation replicates the work of Swan et al. (1984) with two substantive improvements: (1) it is based on a sample representative of purchasing agents throughout the United States, and (2) the study introduces important ratings for each of the attributes thought to contribute to buyer preference for a salesperson. In addition to replication, the present investigation allows for comparison of changes in purchasing agents' perception of differences between male and female industrial salespersons during the decade of the 1980s. Results support the earlier study in finding no overt evidence of negative stereotyping of female sales representatives. Directions for future research are also discussed. (Reprinted by permission of the publisher.)

Psychological aspects, Purchasing, Women, Beliefs, opinions and attitudes, Public relations, Purchasing agents, Sales personnel, Salespeople

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Industrial organization economics and Alderson's general theory of marketing

Article Abstract:

Theorists in the field of industrial organization economics are beginning to develop formal models that are in many ways consistent with the assumptions and concepts of Alderson's general theory of marketing. This article evaluates Alderson's concepts of market heterogeneity, transactions, organized behavior systems, and sorting functions as they may relate to the recent work of organization economics theorists. An extended sample is presented comparing Alderson's theory with Kenney and Klein's (1983) conclusions concerning block booking marketing arrangements. The new work in industrial organization economics may provide a framework for further conceptualization and justification of Alderson's general theory by marketing scholars. (Reprinted by permission of the publisher.)

Research, Economic aspects, Industrial organization, Organizational behavior, Supply and demand

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