TITLE

A Market Response Model for Sales Management Decision Making

AUTHOR(S)
LaForge, Raymond W.; Cravens, David W
PUB. DATE
September 1981
SOURCE
Journal of Personal Selling & Sales Management;Fall/Winter81/82, Vol. 2 Issue 1, p10
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article presents a conceptual model of determining market response as a tool that can help sales managers to make better decisions. While sales managers are faced with a variety of decisions, a common element in many decisions is to somehow evaluate the probable response of the market to feasible decision alternatives. Determining salesforce size, designing sales territories, and allocating selling effort to accounts are important decisions that should be based on an analysis of how the total market, specific territories, or individual accounts are likely to respond to different levels of sales resources. Analytical tools are needed that can help sales managers make better decisions in these areas. Market response models are mathematical representations of behavior in the marketplace. Typically, the models show the relationship between multiple determinant variables and control unit market response. The selection of a control unit determines the level of aggregation for the market response analysis. The decision area being considered is an important factor in control unit selection.
ACCESSION #
6349841

 

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