The aim of the following article is to shed some light on the applied quasi experimental research method in personal sales and to provide a practical step-by step guideline for researchers. At the beginning of a customer visit or when entering the shop, a customer often forms a purchase intention or rejection within a very short period (first impression). It is striking that this judgement is often independent of the factual content of the interaction. The theory of thin slices is applied to personal selling within the framework of a laboratory experiment. Professional salespeople from different industries serve as test subjects. The fundamentals of an experimental method are discussed. The main step of an quasi experimental study design are presented: 1) derivation of theoretical fundamentals; 2) hypotheses formulation; 3) selection of participants (subjects); 4) quasi experimental set-up and procedure; 5) observation technique and 6) data evaluation. Finally, the advantages and limitations are discussed.

Uncrewed Aerial Vehicle (UAV), commonly known as a drone, has become popular in military and recreational circles. Although their usage in commerce is relatively low, a continuous rise in commercial use, especially for last-mile delivery, in the future is anticipated. Consequently, there is a necessity for a greater understanding of consumers' readiness to accept the latest technological application to increase knowledge, business, and managerial practice. Specifically, this study aims to investigate consumers’ intentions to deploy drones for last-mile delivery. The study applies the social cognitive theory and the model of goal-directed behaviour. It investigates the effect of outcome expectancy, lifestyle compatibility, perceived self-efficacy, consumer attitude, and the desire of usage for delivery drones among European millennial consumers. Additionally, it examines whether delivery risk moderates the influence of attitude and desire to use delivery drones. The authors discovered that the aforementioned are positively related to consumer attitude. Consumer attitude as such is positively associated with the desire and intention to use this method of delivery. Furthermore, the intention to use drone delivery is positively influenced by the desire for this delivery, outcome expectancy, and lifestyle compatibility. These findings indicate the importance of desire and lifestyle compatibility as predictors. At the theoretical level, the results support the perspective that social cognitive theory, together with the model of goal-directed behaviour, is an adequate framework to account for consumer intentions.

Mirroring the increasing percentage of women in the professional workforce, the number of females in sales has dramatically risen in recent years. The growth of gender diversity within the world of B-to-B buying and selling requires an examination of potential gender effects associated with interpersonal communications. The latter influences perceptions of authenticity, which in turn, influence sales effectiveness. The current study uses an international sample to review interpersonal communication drivers that are associated with buyer perceptions of salesperson authenticity. Gender differences associated with the processing of body language and the spoken word are particularly examined. Results indicate that, in high-involvement sales situations, female perceptions of salesperson authenticity are highly influenced by salesperson body language. Male perceptions, conversely, are more heavily influenced by the spoken word. Implications for sales training are provided.

The textile industry has been massively affected by structural changes in recent years. The fashion market is currently in a phase of stagnation. This means that market saturation has been reached, competition between companies and retailers has increased, and predatory competition has set in. Gains in market share are mainly achieved through an aggressive pricing policy, for example, through earlier price reductions. Nonetheless, there are still uncertainties regarding specific product mix-related marketing measures in fashion markets. There is a lack of scientific evidence about the exact proportion of product mix-related marketing measures used. As an aim, this study focuses on the effects of various influencing factors on consumer loyalty. Factors examined include product quality, product selection, service quality and price-to-performance ratio. To investigate the proportion of the chosen marketing measures, a conceptual model was proposed, four hypotheses were derived. In order to shed more light on fashion markets related marketing measures, the research methodology of cross-sectional face-to-face survey research was applied. For this purpose, randomly sampled fashion shoppers were asked to answer a questionnaire, using tablets. The collected data were then analysed using multiple regression and evaluated. Implications for Central European audience: The study has derived some remarkable key findings that contrast with other non-fashion markets. First of all, service quality is not the most important factor, whereas product quality is an important criterion for the price-to-product ratio and consequently, for customer loyalty. Finally, practical guidelines are provided, limitations discussed and suggestions for future research provided.

In the case of company takeovers, a comprehensive company valuation is an indispensable prerequisite for determining the actual value of the company. This is particularly important in times of increased company takeovers. Classical valuation methods, however, only take into account the financial situation, and other factors are not usually taken into account. The question therefore arises as to how a more comprehensive company valuation can be ensured. Theoretical concepts from business administration form a suitable basis to carry out a more comprehensive, holistic view of the company. This paper develops a comprehensive methodological approach for the valuation of growth companies. Aspects of the company to be evaluated that go beyond the financial aspects are included. Strategy, technology, organization and management skills as well as cooperation with other companies are fundamental components of this valuation approach in addition to the financial situation. A practical company example from the biotechnology sector is used to illustrate the application of the valuation approach.

In pharmaceutical marketing, conception of a strategy for a new product market launch is an everyday practice, but one that is crucial for success. The aim of this paper is to provide an overview of the most relevant marketing strategies and personal sales techniques. Over time, numerous successful strategies and measures have been established for strategic and operational management of the pharmaceutical industry. Determination of the most effective mix of strategies and measures, combined with the right timing, is a prerequisite for achieving maximized sales of pharmaceutical products. In addition, a high level of market penetration should be sought at an early stage of a market launch. In conclusion it can be said that the following four strategies have been identified as the most important ones within the pharmaceutical business: (1) product/assortment market strategy, (2) price/conditions market strategy, (3) distribution market strategy and (4) diversification strategy. Finally, the design of marketing strategies in the pharmaceutical industry is based on an overarching corporate vision.

This study aimed to determine the success factors in personal sales in a wealthy market environment. For this purpose, a quasi-experimental design was formulated and the Swiss automotive market was selected. This market has some peculiarities in comparison to other markets, such as generally wealthy customers who demand fuel-efficient cars with significant horse power in the higher price range. Videos of personal sales conversations were produced and shown to the study participants for evaluation. The sales took place in the automotive sector, but the results can be transferred to other sectors. The theoretical concept of personal sales is introduced, sales theories, techniques and strategies are discussed. The different types of communication are introduced and explained. As a result, a factor analysis is conducted in order to interpret the results. The paper provides then conclusions by discussing and construing the results. Theoretical and managerial contributions and possible limitations are derived.

In recent years, an increasing number of consumers are choosing to wear fur clothes, made from artificial or real fur. This has resulted in an increase in the global consumption of real fur and growth in the number of fur farms. In addition, because of nonspecies-appropriate livestock farming, the reputation of fur farms is increasingly attracting public criticism and the resulting fur scandals are reported at regular intervals in the media. The research objective of the present empirical study was therefore to investigate the consumer behaviour of fur buyers in the German market. The aim was to identify the most relevant factors resulting in a purchase decision of a specific fur type of either artificial or real fur. For this purpose, four research questions were derived. Consequently, over 2,018 interviews in different German regions were conducted. The analysis of the survey results has revealed some interesting differences and similarities regarding the purchase behaviour of artificial and real fur clothes buyers. Furthermore, this study could identify a need for future research within this subject area.

In research, video analysis can be used instead of text analysis as an observative research technique. Video content analysis provides additional information on the study subject. However, since the method requires much more work and greater researcher experience, it is not very often used. The aim of this article is to shed some light on this research method and to provide a practical guideline for research. For this purpose, an automotive sales study that aimed to determine the personal factors most relevant to achieving sales success was utilized as an illustrative example to propose an observational design approach. In the context of this illustrative study, personal selling scenarios were filmed and shown to respondents who then completed a sales effectiveness survey. The study has shown that the usage of video observational methods enables additional information to be gathered in the area of marketing research as well as of strategic management. (C) 2019 Published by Future Academy www.FutureAcademy.org.UK

A significant and sudden change in the Swiss franc exchange rate has led to a sharp rise in cross-border shopping in German border towns. For German businesses, the appearance of massive streams of visitors from their neighbouring country is a gratifying and highly lucrative development. A survey of passers-by in the Konstanz marketplace was conducted to shed more light on cross-border consumer behaviour. To investigate the proportion of Swiss consumers, their purchasing power, purchasing preferences and motives of shoppers, five hypotheses were derived, and data were collected, analysed and evaluated. Overall, there are some remarkable differences between the behaviour of Swiss and German visitors to the Konstanz marketplace. Consumers from Switzerland generally visit the marketplace less often but bring a significantly higher budget with them. They are also generally more satisfied with the Konstanz marketplace. Surprisingly, despite the price levels, VAT refunds play a subordinate role for Swiss customers.

The salesperson plays an important role in the overall sales process due to the varying need to explain the products and/or services offered. Factors such as professional competence or the demeanour of a salesperson can be decisive. Previous research has shown that the first impression influences a multitude of daily decisions. This phenomenon is described by the theory of thin slices. A situation is unconsciously divided into slices, based on which the brain makes a decision. Thirty seconds is often sufficient time to assess a situation or a person. This also applies to sales situations. In the present scientific preliminary study, a laboratory experiment was conducted in which sales pitches were re-enacted with professional salespersons. The results of the present study indicate that interpersonal qualities and task-oriented qualities have a positive effect on the purchase intention. On the other hand, anxiety has a negative effect. However, it is also evident that additional variables need to be taken into account. As a result, theoretical, as well as practical recommendations, can be offered in addition to suggestions for future research.

This article describes the analysis of heterogeneous market data. For this purpose, the most relevant methodological aspects are discussed and analyses using a hierarchical linear model and multiple regression are presented. In the first step, the applied data set is presented, and the assumed hierarchical two-level structure is shown. The data are then prepared for the analysis. The data are checked for outliers, a multicollinearity check is conducted, a new variable introduced, missing values are replaced by estimated values, a transformation procedure is conducted in order to obtain normality, the data are aggregated for each hierarchical level and a sample size test is performed. The results of both methods are discussed. Finally, it is concluded that whereas the application of a hierarchical linear model appears to be one option, a multiple regression analysis can be employed instead if the quality of the data, especially the sample size, is not sufficient.

In sales and marketing, influencers play a central role. Previous research shows that recommendations from a third party (i.e., influencers) are regarded as being more reliable than the brand itself (Weinswig 2016). In the relevant literature, influencers are defined as individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position (function) or relationship. In terms of consumer spending, members of a peer group or reference group act as influencers. In business-to-business (organizational) buying, internal employees (engineers, managers, purchasers) or external consultants act as influencers. Consequently, marketers need to take these factors into account when marketing decisions are made. This is especially the case in strategic and operative sales and marketing. Another aspect that needs to be considered concerns future trends, which implicates the future relevance and role of influencers. The aim of this research is to shed some light on this issue. For this purpose, a multinational study will be conducted, whose aim is to determine the most relevant developments and highlight potential novel strategic sales and marketing opportunities. As a result, practical guidelines and a scholarly research foundation are provided, research gaps identified and proposals for future research suggested.

The purpose of this paper is to determine the factors in marketing most relevant to achieving pharmaceutical sales success and their interrelations, as well as providing a prescription-pharmaceuticals sales process model. This will enable scholars to obtain a better understanding of the marketing process for prescription pharmaceuticals, as well as enabling marketers to apply more efficient marketing approaches. The study uses a unique data set, combining primary data and secondary data from the Swiss prescription-pharmaceuticals market. The data is analysed using a multiple-regression based model. A multi-level data structure is found, suggesting that factors concerning the specific brand and also the pharmaceutical substance itself are relevant to sales success. It is revealed that the factors most relevant to sales success are: order of market entry, perceived product-quality, average price, and marketing expenditures, leading to practical recommendations for scholars and marketing professionals. The study focuses only on the Swiss prescription-pharmaceuticals market, investigating five medical drug classes. The assumption is made that these results can be generalised to similar markets and drug classes. The study develops a conceptual prescription-pharmaceuticals sales-process model; offers practical guidelines and a good basis for further scholarly research are provided; and identifies several research gaps by giving proposals for future research.

Retail is changing. Customer frequency is declining, and customer acquisition is presenting a new challenge. The situation is made more difficult by extended customer requirements, product information from Internet platforms and influences from the social environment. As a result, customer loyalty is a significant means of maintaining profitability for sellers, and a qualified sales workforce is an important factor in achieving company goals. This empirical study provides a critical assessment of this topic. Different sales styles and mood factors, distinct sales negotiations and gender were used for the evaluation. A video experiment was used as the basis for the empirical study which investigated whether the genders of the salesperson and the customer influenced the customer’s orientation, wishes and ultimately the conclusion of the purchase. The question of how a salesperson should behave towards customers is of considerable commercial relevance. The use of salespersons is an expensive instrument of sales policy and sales behaviour is a significant starting point for increasing sales and profit. Therefore, this paper analyses the most appropriate behaviour of salespersons affecting the perception of gender in the sales process, alongside possible differences in approach, and offers practical as well as theoretical conclusions.

The purpose of this paper is to determine the personal factors in sales that are most relevant to the formation of positive consumer impressions and resulting sales effectiveness. The research enables scholars and practitioners to better understand the personal sales process and develop more efficient sales approaches. The study utilized an observational design methodology. Personal selling scenarios were filmed and shown to respondents who completed a consumer impression and sales effectiveness survey. Video content was also coded for statistical analysis. The resulting data was analysed via a multiple-regression model. A conceptual personal sales model was developed, and the model suggests that salesperson authenticity impacts consumer impressions and resulting sales effectiveness. Authenticity is shown to be a function of a given salesperson’s affective, behavioural, and cognitive profile. The study focused on automotive retail sales scenarios in the United States. However, results may be generalizable to similar markets. Practical guidelines and a scholarly research foundation are provided, research gaps identified, and proposals for future research suggested.

The main aim of this research is to determine the personal factors in sales that are most relevant to achieving sales success. The research will a) allow researchers to obtain a better understanding of the personal sales process, and b) allow salespersons to develop more efficient personal sales approaches. The study utilized an observational design approach. Personal selling scenarios were filmed and shown to respondents who completed a sales effectiveness survey. Video content was also coded for statistical analysis. The resulting data was analysed via a multiple-regression model. The study focused on automotive retail sales scenarios in the United States. However, results may be generalizeable to similar markets. Practical guidelines and a scholarly research foundation are provided, research gaps are identified, and proposals for future research are suggested. A conceptual personal sales model was advanced. The model suggests that salesperson authenticity effects sales success. Authenticity is shown to be a function of a given salesperson's affective, behavioral, and cognitive profile.

The present study aims to provide a better understanding of the pharmaceuticals market and the sales process that occurs within it, in order to deliver both a basis for future scholarly research and practical guidelines for marketers, thus leading to a better allocation of marketing activities and therefore to an improvement of marketing efficacy. In order to do so, we utilize a unique data set that combines secondary data for 108 drugs in 37 categories over 10 years in the Swiss pharmaceutical sector, combined with primary data on medical practitioners' views of pharmaceutical efficacy. In doing so, novel insights into the key drivers of pharmaceutical success over time are provided.

The purpose of this paper is to determine the intercultural and gender differences between American and Czech customers in relation to their perceptions of the verbal and nonverbal personality characteristics of a salesperson during the personal sales process. This research provides scholars and practitioners with an understanding of the cultural and gender-specific personal interaction factors that should be addressed when designing effective interpersonal sales approaches. The study utilized an experimental design approach. Personal selling scenarios were filmed and shown to respondents (university students acting as potential customers) who completed a survey regarding sales effectiveness. The resulting data was factor analyzed and a conceptual personal sales model was developed. The model suggests that salesperson authenticity and personal interaction factors impact sales success in both the U.S. and the Czech Republic. However, there are variations in the receptivity of potential U.S. and Czech customers to specific interpersonal communication factors. Gender-based variations were also identified. The study focused on automotive retail sales scenarios in the United States; however, the results can be generalized to similar markets.

The pharmaceutical market is experiencing significantly amplified research and development costs, as well as increasing price and other competitive pressures. This article presents a much-needed systematic review of the literature relevant to pharmaceutical marketing. The authors find that the order-of-entry effect is critical in the sector, but that both early-and late-entry strategies can be effective when coupled with the appropriate marketing strategies. Within this context, the present study reveals that promotion policy is the most relevant, followed by price policy, with product design policy surprisingly only third in importance. Distribution (place) is the least relevant in the pharmaceutical context. These findings are used to drive an agenda for future research in pharmaceutical marketing.