Buradasınız

Anasayfa » Content

Pazarlama İletişiminde Müşteri İtirazları ve İstatistik İncelemesi

Customer Objections and Statistical Investigation In Marketing Communication

Journal Name:

  • Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2005

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The study is based on the extraction of objections by method of distribution into groups in sales training meetings held over a period of four years from 1999-2003. In this study 9 enterprises were examined. From this primary study group of 9 enterprises, 388 sales representatives participated in 20 training meetings to make up the team studies. It was also examined as to the extent of similarity or difference in the nature of objections among the various firms. In this communique, the aim was to compile and classify objections raised in various enterprises during the course of sales negotiations according to type and put forward statistical distributions in the form of tables according to these types. The statistical findings of this study have been explained with the help of sixteen tables and a graph, for which evaluations and proposals have been put forward.
Bookmark/Search this post with
Abstract (Original Language): 
1999-2003 yılları arasındaki dört yıllık dönemde yaplan satış eğitim toplantılarında gruplara ayırma yöntemi kullanılarak itirazlar çıkartılmıştır. Toplam 9 işletmenin incelendiği bu çalışmada 388 satış temsilcisi ile yaplan 20 satış eğitim toplantısında oluşturulan takım eğitim toplantılarında elde edilen bilgilerden yola çıkarak farklı itiraz konuları bakmndan firmalar arasında itirazların benzerlik gösterip göstermediği incelenecektir. Amaç farklı işletmelerin satış gücünün piyasada müşterilerle yaptığı satış görüşmesi sırasında karşılaştığı çeşitli itirazları toplamak, itiraz şekillerine göre sınıflandrmak ve bu şekillere göre tablolar ile istatistik dağılımlarını ortaya koymaktır. Araştırmanın istatistik bulgular on altı tablo ve bir grafik yardımı ile değerlendirme ve önerileryaplarak açıklanacakür.
FULL TEXT (PDF): 
PDF icon arastirmax-pazarlama-iletisiminde-musteri-itirazlari-istatistik-incelemesi.pdf
  • 2
171
196
  • Turkish

REFERENCES

References: 

ANDERSON, Ralph, Essentials of Personal Selling: the New Professionalism, Prentice Hall,
New Jersey, 1995, p.282.
BA
S (TORTOP) ,Sevim, "Hipotez Testinde Alfa ve Beta Hataları ve Ölçülmesi", t.Ü. İşletme
Fakültesi Dergisi
197
4 Cilt :4 Sayı:1 BERRY, Michael ve LINOF, Gordon, Data Mining Techniques: For Marketing, Sales and
Customer Support, USA, John Wiley and Sons, Inc., 1997, p.5. BOWEN, Earl K. Basic Statistics for Business and Economics McGraw-Hill Book Co, 1982 p.68. BURNS, Alvin C. and, Ronald F. Bush, Marketing Research, Second Edition, Prentice Hall, New
Jersey, 1998, pp.97-112.
CHALLAGALLA, Goutam, Tasadduq Shervani and George Huber, "Supervisory Orientations and Salesperson Work Outcomes: The Moderating Effect of Salesperson Location', Journal of Personal Selling and Sales Management, v20 (Summer) 2000, pp.161-171.
CHANDRASHEKERAN, Murali; Kevin McNeilly, Frederick A.Russ, and Detelina Marinova,
"From Uncertain Intentions to Actual Behavior: A Threshold Model of Whether and When Salespeople Quit", Journal of Marketing Research, v37(November), 2000, pp.463-479.
CLARK, Colin and Trevor Pinch, "Recontextualising Sales Resistance-A Response to Hunt and Bashaw", Industrial Marketing Management, v30, 2001, pp.637-643.
COOPER, Pete, Dealing with Customer Objections,
http://www.iboost.com/manage/crm/3094.htm /20.5.2005.
DION, James E., Retail Selling Ain't Brain Surgery, It's Twice As Hard-9 Steps to Successful Sales Relationships, Published by J. C. Williams Group Limited, Toronto, 1995, pp. 56¬57.
DIXON, Andrea L., Rosann L.Spriro and Maqbul Jamil, "Successful and Unsuccessful Sales Calls:
Measuring Salesperson Attributions and Behavioural Intentions", Journal of Marketing,
v65 (July) 2001, pp.64-78. DOYLE, Stephen X.; George Thomas Roth, "Selling and Sales management in Action: The Use of
Insight Coaching to Improve Relationship Selling', The Journal of Personal Selling and
Sales Management, vXII, n1 (Winter) 1992, pp.59-64.
194
Yönetim ve Ekonomi
12/2 (2005) 171-196
DWYER, Sean; John Hill and Warren Martin, "An Empirical Investigation of Critical Success Factors in the Personal Selling Process for Homogeneous Goods', Journal of Personal Selling and Sales Management, v20 (Summer) 2000, pp.151-159.
FILL, Chris, Marketing Communications-Framework, Theories and Applications, Prentice-Hall, London, 1995, p.17.
FRIEDMAN, Harr J., No Thanks I'm Just Looking-Professional Retail Sales Techniques For Turning Shoppers Into Buyers, Kendall Hunt Publishing, United States, 1992, p.141.
GRONSTEDT, Anders,
Müşter
i Yüzyılı - Dünya Lideri Şirketlerden Entegre Pazarlama ve İletişim Dersleri, Translated by S.Tanju Kalkay, Media Cat Kitapları, Istanbul, 2000, p.80.
GODFREY, Mike, Targeted Selling, Prentice-Hall, Sydney, 1995, p.55.
GORDON, Josh, "How to Motivate Your Client to Buy: Develop a Dialog With Your Client That Inspires Commitment', Folio: The Magazine for Magazine Manegement, v23 n19 1995, p.258.
HANKE, John.E. ; Arthur G. Reitsch, Understanding Business Statistics USA, Richard D. Irwin, Inc.1992 pp.442, 480.
HEIMAN E.Stephen; Diane Sanchez and Tad Tuleja, The New Conceptual Selling, Kogan Page, London, 2004, p.27.
HOPKINS, Tom, How to Master the Art of Selling, Harper Collins Publishers, New York, 1994,
pp.244-245.
HUNT, Kenneth A., and R. Edward Bashaw, "A New Classification of Sales Resistance" Industrial
Marketing Management", v28, 1999, pp.109-118. JOBBER, David and Geoff Lancester, Sales and Sales Management, Sixth Edition, Prentice Hall,
London, 2002, p.128.
KENNEDY, Danielle, "Objection Overruled Sales Objections", Entrepreneur, v26 n99(May)1998, p.99.
KOTLER, Philip and Gary Armstrong, Principles of Marketing, Eleventh Edition, Pearson
Prentice Hall, New Jersey, 2006, p.503. LANCASTER, Geoff and David Jobber, Sales Techniques and Management, Pitman Publishing,
London, Second Edition, 1990, pp.88-93. MANNING, Gerald L.; Barry L. Reece, Selling Today-Building Quality Partnerships, Seventh
Edition, Prentice Hall, New Jersey, 1998, p.277. MENGÜÇ, Bülent, "An Empirical Investigation of a Social Exchange Model of Organizational
Citizenship Behaviours Across Two sales Situations: A Turkish Case", Journal of
Personal Selling and Sales Management, v20 (Summer) 2000, pp.205-214. McDONALD, Malcolm H.B. and John W. Leppard, How to Sell a Service-Guidelines for
Effective Selling in Service Business, Second Edition, Heinemann Professional
Publishing, Oxford, 1990, pp.150-151. MURPHY, John H., and Isabella C.M. Cunningham, Advertising and Marketing Communication
Management, The Dreyden Press, Forth Worth, 1993, p.331. OFIR, Chezy and Itamar Simonson, "In Search of Negative Customer Feedback: The Effect of
Expecting to Evaluate on Satisfaction Evaluations", Journal of Marketing Resarch, v38
(May) 2001, pp.170-182.
PETERSON, M.Robert, and George H.Lucas, "What Buyers Want Most From Salespeople: A Wiew From The Senior Level", Business Horizons, v44 (September-October) 2001, pp.39-45.
RAAIJ, W.Fred van ; Alain Strazzieri and Arch Woodside, "New Developments in Marketing Communications and Consumer Behavior', Journal of Business Resarch, v53, 2001, pp.59-61.
SPEIER, Cheri, and Viswanath Venkatesh, "The Hidden Minefields in the Adoption of Sales Force
Automation Technologies', Journal of Marketing, v66(July), 2002, pp.98-111. SIRGY, M.Joseph, Integrated Marketing Communications: A System Approach, Prentice-Hall,
New Jersey, 1998, p.4
SHAO,Alan.T,Marketing Research :An Aid to Decision Making'South -Western./Thomson Learning '2002 pp.71-72
195
S. Baş- E. Taşkn/
Customer Objections and Statistical Investigation In Marketing Communication
SMITH, Kirk; Eli Jones, and Edward Blair, "Managing Salesperson Motivation in a Territory Realigment", Journal of Personal Selling and Sales Management, v20 (Summer) 2000, pp.215-226.
Successful Objection Handling, http://journeylearning.com/objection-handling.htm/20.5.2005.
WANG, Guangping, and Richard G. Neteyemer, "The Effects of Job Autonomy, Customer Demandingness, and Trait Competitiveness on Salesperson Learning, Self-Efficacy, and Performance', Journal of the Academy of Marketing Science, v30 (Summer) 2002, pp.217-228.
VENKATESH, R.; Goutam Challagalla and Ajay K. Kohli, "Heterogeneity in Sales Districts: Beyond Individual-Level Predictors of Satisfaction and Performance", Journal of the Academy of Marketing Science, v29 (Summer) 2001, pp.238-254.
WAGNER, Judy A.; Noreen M. Klein, and Janet E. Keith, "Selling Strategies: The Effects of Suggesting a Decision Structure to Novice and Expert Buyers', Journal of Academy of Marketing Science, v29 (Summer) 2001, pp.289-306.
WELLS, William, and BURNETT, John, MORIARTY, Sandra, Advertising Principles and
Practice, Fourth Edition, Prentice-Hall, New Jersey, 1998, pp. 97-98. WEITZ, Barton A.; Stephen B. Castlebery and John F.Tanner Jr. , Selling Building Partnership,
Fourth Edition, McGraw-Hill Irwin, Boston, 2001, pp.315-318. WOTRUBA, Thomas R., Sales Management-Concepts, Practice, and Cases, Goodyear
Publishing, Santa Monica, 1981, pp.1-2, 14, 22.
196

Thank you for copying data from http://www.arastirmax.com