Steven W. Hartley

The Determinants of Salesperson Performance: A Meta-Analysis

The authors use meta-analysis techniques to investigate the evidence that has been gathered on the determinants of salespeoples performance. A search of the published and unpublished literature un...

A path-analytic study of a model of salesperson performance

Researchers have been giving increased attention to determinants of salesperson performance. Despite this research interest, empirical work has generally ignored interrelationships among the determinants of salesperson performance. This paper reports the results of a study that focused on predictors of salesperson performance and the relationships among these predictors. The investigation included variables previously examined in sales management research as well as variables heretofore not investigated.

Sales Force Activities and Marketing Strategies in Industrial Firms: Relationships and Implications

This study explores the role of the sales force in formulating and executing marketing strategies. Specifically, the relationships between sales force activities such as providing information about customer needs, hiring and training salespeople, and assessing new market segments and four marketing strategies (market penetration, product development, market development, diversification) are examined. Results indicate that the use of sales force activities is related to a firms strategic choices, and that the relationships vary by firm size and type of offering.

How buyers view industrial salespeople

Abstract Despite an increasing interest in “interactive” explanations of salesperson performance, few studies include the buyers views of salespeople. This article reports the findings of a study of 249 buyers from the electric utility industry. Results suggest that buyers from three functional areas—purchasing, engineering, and operations—vary significantly in their preferences for salesperson behavior. The implications for salesperson role modification are discussed.

How advertising message strategies are set

Abstract This paper examines the advertising message strategy practices of business-to-business advertisers. An integrated message strategy framework was developed from several managerial models to provide a framework for analysis. Results from this study suggest that guidelines from managerial models for message strategy development are not often used to develop business-to-business advertising message strategies. In addition, suggestions for improving strategy decisions are provided.

Exploring Antecedents of Performance Differences on Visual and Verbal Test Items: Learning Styles Versus Aptitude

Many educators and researchers have suggested that some students learn more effectively with visual stimuli (e.g., pictures, graphs), whereas others learn more effectively with verbal information (e.g., text) (Felder & Brent, 2005). In two studies, the present research seeks to improve popular self-reported (indirect) learning style measures and explore whether visual or verbal learning styles predict student performance on visual or verbal assessments. The improved self-reported learning style scale was not predictive, although systematic differences in student performance were found. A direct measure of individual differences—mathematical aptitude—was found predictive. Implications for the use of indirect measures of learning style, the development of direct measures of learning style, and educators’ application of visual and verbal performance assessments are discussed.

The Advertising Agency Audit

This paper proposes a framework for advertising agencies to use in an examination of their business. The Advertising Agency Audit was developed to provide (a) a framework for comprehensive analysis of an agencys strengths and weaknesses, and (b) a diagnostic tool for evaluation an agencys effectiveness. The audit consists of a series of questions which become the focus of an independent analysis conducted by a designated auditor. A written assessment of the agency and plan for improvement is the result of a completed audit. The Advertising Agency Audit is offered as an application of a useful marketing evaluation and control mechanism for advertising agencies.

Consumer Learning Styles: Implications for Promotional Strategy

Literature from education suggests that the student learning process is a function of three factors—the environment, teaching style, and learning style. This process is analogous to the consumer learning process in which the environment, marketing stimuli, and consumer learning play a role. Of these factors, consumer learning has received the least attention in marketing literature. This paper provides a review of relevant literature and a framework for the development and application of learning constructs in marketing literature.

Portfolios as a Method of Assessment in an Integrated Curriculum

Increased interest in two important aspects of marketing education suggests the need for the use of portfolios. First, many business schools support a trend toward “integrated” programs and away from traditional functional approaches. Second, many educators advocate assessment reform as a means to more accurate understanding of students’ competencies. This paper provides (a) a summary of the integration and assessment issues, (b) a typology of portfolios and a description of their benefits, and (c) a process for portfolio development. The process suggests a “worksheet” for matching competencies with course activities that would become elements of a portfolio.

An Interdisciplinary Framework for Investigating Influences on Judgmental Marketing Decisions

Increased interest in improving judgmental decisions has resulted in increased research efforts from a very diverse set of disciplines, including marketing. Utilization of the contributions of each area of inquiry requires the integration of the many independent studies. This paper (a) summarizes three areas of research -- psychology, information systems, and marketing, (b) provides an initial framework for integrating past and future research, and (c) suggests future research directions.