Rosann L. Spiro

Adaptive Selling: Conceptualization, Measurement, and Nomological Validity

A 16-item scale is developed to measure the degree to which salespeople practice adaptive selling—the degree to which they alter their sales presentation across and during customer interactions in ...

The marketing concept in perspective

Abstract Since its introduction in the 1950s the marketing concept has been criticized, broadened, and blamed for the current decline in American competitiveness worldwide. But many of those doing all that work have failed to recognize what the marketing concept really is.

The Customer-Salesperson Dyad: An Interaction/Communication Model and Review

Although personal selling and organizational buying are recognized as critical elements in the success of most industrial firms, research progress in this area has been hindered by the lack of a comprehensive and integrative conceptual model of the customer-salesperson interaction. This paper proposes such a model which focuses on the critical element of the buyer-seller interaction, communication.

Linking Market Share Strategies to Salesforce Objectives, Activities, and Compensation Policies

AbstractThis article examines the linkages between the four basic market share strategies, “build,” “hold,” “harvest,” and “divest,” and corresponding functional level sales strategies. For eacn market share strategy, a sales strategy is delineated in terms of its primary sales objectives and sales activities. Compensation policies which support the market share-sales strategy linkages are also suggested.

The Introductory Marketing Text: An Examination of Readability

This paper assesses basic marketing textbooks utilizing either tests of compre hension or readability formulas. It is argued that a test of comprehension provides a better measure than does the application of readability formulas. The results of a test of comprehension of ten basic marketing texts are presented and these results are compared to those found by applying widely used readability formulas.