Mary C. LaForge

Improving Sales Call Reporting for Better Management Decisions

States that information regarding the trading environment and customers is essential if a firm′s marketing is to be effective. Describes the two sources: primary, e.g. salespeople and distributors; and secondary such as statistical research. Examines the development of the cheaper primary source through the use of sales force feedback instruments, incorporating call reports. Concludes that the effective use of the sales feedback mechanism can assist managerial strategic decisions.

The sales introspection technique: principles and application

This paper introduces a training technique that is designed to improve salespersons’ selling skills through introspection and discovery of success drivers and inhibitors. We present the technique and the theoretical foundations that support it. We also discuss how the technique may be implemented and provide a case example to demonstrate the application of the training mechanism.

An Empirical Examination of the Pre-Purchase behavior of Opinion Leaders

This paper reports on an exploratory study which investigated the personal decision-making process of opinion leaders. A multivariate nominal analysis (MNA) model was developed which significantly predicted interpersonal communication categories with independent variables representing stages of a basic model of consumer decision making.

Prepurchase Behavior and Consumer Lifestages

In this study, a basic model of consumer decision-making was employed to examine for differences among diverse lifestage groupings in processes leading to a purchase. Over 400 National Family Opini...