The Legend of the White Snake: A Personal Amplification

As a cultural myth the Legend of the White Snake could be a commentary on the historical and social conditions of China during the time of the Song Dynasty (907–1276 A.D.). The battle between the snake goddess and the monk evokes empathy for the indomitable spirit of the feminine principle, which was subdued but not destroyed. Furthermore, the legend is connected to a revitalization of the very ancient creation myth of the goddess Nuwa, who was half woman and half snake.

Parallel to the collective myth is the significance of the snake image in the writer's personal story. The snake, both in the writer's dreams and synchronistic experiences, was crucial in supporting her psychological development, especially in her struggles with the negative mother complex and her creative process.

The new China of the 21st century has a renewed interest in the white snake legend, except now the story is being tailored by the ruling power to maximize its impact on collective thinking.     

The Role of Personal Selling In Products Liability Litigation

Abstract

The significant cases in which salespersons' statements or actions have resulted in their companies being found liable for product-related injuries are reviewed. The implications of these cases for selling and sales management are presented.     

The Influence of Personal Variables on Salesperson Selling Orientation

Customer oriented selling, defined as practicing the marketing concept at the level of the individual salesperson and customer (Saxe and Weitz 1982), is important in selling situations yet has received relatively little attention from marketers. As such, job tenure, gender, organizational commitment, work involvement, and supervisory support are all examined as potential antecedent variables to customer oriented selling. The study, conducted on two different samples of sales personnel, revealed that organizational commitment is significantly related to selling style. However, the significance of the other variables differed among these two groups, suggesting that the antecedents of a customer oriented selling approach may indeed be product/service specific, job specific, or some combination thereof.     

The Appeal of Personal Selling as a Career: A Decade Later

While students' attitudes and perceptions toward personal selling as a career have been discussed at length, the literature reflects remarkably little effort to understand students' preferences for sales careers. The authors synthesize extant knowledge on the subject and extend the knowledge base by conducting a time-series replication of an earlier study and by examining the relative importance of marketing-related career characteristics. Managerial implications of this research are discussed.     

Personal Selling and Sales Management in the Marketing Curriculum: A Status Report

This article reviews the offering of sales and sales management courses over the last few decades. More schools currently offer the sales management course than the sales course, but sales is more frequently required as a part of the marketing major. Larger, public, AACSB accredited schools tend to offer both courses more than smaller, private, nonaccredited schools. Many schools were reportedly dropping these courses in the 1960s and early 1970s, and this study found that the trend has continued overall when considering only the separate courses. An important growing trend is a combined sales/sales management course, and when it is also considered a slight overall increase in courses in the sales and sales management area seems to be the pattern emerging in the 1980s.     

A Factor Analytic Study of the Personal Selling Process

Abstract

Despite the importance that personal selling plays in the marketing and promotion mixes of many firms, little research interest has focused on the function of personal selling. More specifically, no published empirical research has examined what selling techniques salespeople have in their repertoire. This article systematically describes the selling techniques salespeople use by identifying the underlying dimensions of these techniques.     

The State of Research Methods in Personal Selling and Sales Management Literature

This study examines the state of research methods in the personal selling and sales management (SALES) literature and assesses the trends and changes in these methods that have taken place in recent decades. The authors examine the research methods described by 1,346 sales articles published in 15 prominent journals over a 29-year period (1980–2008). They compare articles published in Journal of Personal Selling & Sales Management with the aggregate of sales articles published in other journals as well as with articles published in Industrial Marketing Management to reveal any common trends or differences. The results indicate some important shifts in the use of research methods in SALES literature as well as significant differences in the research methods published across different research outlets. This paper outlines the implications of the findings and offers suggestions for how the discipline might improve its use of various research tools.     

Selling & Sales Management in Action: Using the Journal of Personal Selling & Sales Management As A Teaching Aid

Abstract

Although much marketing literature exists pertaining to whether products should be marketed differently from services, little attention has focused on whether product selling differs from service selling. This article reports the results of an empirical investigation that examined whether salespeople selling industrial products use different selling techniques than those selling services. The results suggest that product sales personnel prefer techniques that can use tangible aspects of the product to advantage, while service sales personnel prefer techniques that stress the personal assistance of customers. The implications of the results are also presented.     

Style Versus Substance: Multiple Roles of Language Power in Persuasion

This research explores how message style influences persuasion in conjunction with message substance. Using the elaboration likelihood model, the study operationalizes message style as language power and message substance as argument quality , then considers the multiple roles language power can assume in persuasion. The authors investigate whether language power acts as a (a) central argument, (b) peripheral cue, (c) biasing influence on assessment of arguments, or (d) distraction that inhibits argument processing. Additionally, they manipulate exposure time to examine how processing ability influences which persuasive roles language power assumes. The authors find empirical support for the multiple-roles perspective and conclude that the role of message style depends partially on the ability to process message details.     

Conceptualizing Personal Selling for International Business: A Continuum of Exchange Perspective

Abstract

The last twenty years has seen an extensive broadening of the terms “marketing” and “selling”. It is currently fashionable to consider marketing as exchange behavior, and selling to be personal “exchange facilitation” within any context. Justification for such all-encompassing definitions includes the fact that all cultures face certain prerequisites in order to survive: “marketing” and “selling” are means of satisfying them. Such paradigms increase the likelihood that we embrace ethnocentric perspectives and covertly equate various exchange situations which in reality are very different. When discussing selling and marketing, especially in the international arena, we must carefully guard against ethnocentrism and the distortion caused by such homogenizing tendencies.     

Selling and Sales Management in Action: The Role of Strategic Selling in the Company Turnaround Process

Despite the importance of marketing orientation to company profile and performance as presented in the literature, there has been little attention paid to the role of strategic selling in the company turnaround process in published studies. This article explores selling's contribution to company turnaround through a study of ailing and rejuvenated companies in the mature engineering industry. The development and implementation of sales strategies in successfully turned around and failed companies are compared. The role of strategic selling is broadened as new concepts are developed and explored.     

The Primary Prevention of Illness: Social Systems and Personal Power

There is evidence to be inferred from statistics about health status and mortality rates that a large proportion of illness and premature death is preventable. Primary prevention programmes appear to have had only limited success when individuals need to take responsibility for preserving their own health. This paper examines the concept of primary prevention and its assumptions, including the need to increase the sense of personal power of individuals. It also deals with some of the problems for primary prevention policies and their implementation. Other primary prevention issues such as ethical and legal considerations. cost-benefits, foci of programmes, and the specification of goals and objectives, are considered. We propose public (government) policies to broaden the concept of health sciences for research and practice, and to give a high priority for resource allocation to prevention of illness and promotion of health, including funding of interdisciplinary research teams. We advocate taking a general systems theory approach to prevention, while enhancing and developing the sense of personal power of individual members of social systems.     

A Framework for Classifying Concepts of and Research on the Personal Selling Process

Abstract

A parsimonious conceptual framework is presented to facilitate organization and comparison of the various approaches to personal selling. Implications for managers and researchers, as well as suggestions for future directions in personal selling research, are discussed.