Selling and Sales Management in Action: The Sales Force's Role in International Marketing Research and Marketing Information Systems

Chonko, Lawrence B.; Tanner Jr., John F.; Smith, Ellen Reid
January 1991
Journal of Personal Selling & Sales Management;Winter91, Vol. 11 Issue 1, p69
Academic Journal
Many companies resist global markets because of seemingly insurmountable problems with these markets. Salespeople are often used successfully to gather market information. There is a wealth of market data that can be collected by a company's international sales force and distributors' sales force which can prove to be valuable in surmounting cultural and marketing barriers associated with global markets. The current paper discusses how and with what success U.S. multinational companies are using their international sales forces in gathering international marketing research data.


Related Articles

  • A dynamic perspective to the internationalization of small-medium enterprises. Kamakura, Wagner; Ramón-Jerónimo, María; Vecino Gravel, Julio // Journal of the Academy of Marketing Science;Mar2012, Vol. 40 Issue 2, p236 

    Despite the fact that the dominant theories of the internationalization of small-medium enterprises (SMEs) prescribe a dynamic and evolutionary process for the firm, most of the empirical research on this topic has been based on in-depth studies of a few cases, or cross-sectional surveys, which...

  • Little attention is given to big need for continuous market data for multinational product policy--making. Wind, Yoram // Marketing News;4/9/1976, Vol. 9 Issue 19, p3 

    Contends that the determination of the desired type of multinational product research requires a better understanding of the multinational product policy decisions to be made and of the problems associated with multinational marketing research. Necessity of planning the international market in...

  • A word to the worldly-wise. Clegg, Alicia // Marketing Week;10/20/2005, Vol. 28 Issue 42, p43 

    Explains the role of marketing research in international marketing. Usefulness in helping business owners make decisions that are grounded in local knowledge; Influence in deciding whether to adopt a local culture in marketing initiatives; Approach in meeting cultural gap in presenting...

  • On The Identification of Frontier Issues in Multinational Marketing. Wind, Yoram; Perlmutter, Howard // Columbia Journal of World Business;Winter77, Vol. 12 Issue 4, p131 

    This article presents a framework for the identification of frontier issues in multinational marketing research and highlights some of the critical areas for future research in this area. Most of the conceptual and methodological advances in marketing have occurred within the domestic marketing...

  • Adaptation of International Marketing Strategy Components, Competitive Advantage, and Firm Performance: A Study of Hong Kong Exporters. Albaum, Gerald; Tse, David K. // Journal of International Marketing;2001, Vol. 9 Issue 4, p59 

    The authors examine how firms adapt different components of their marketing strategies in foreign markets compared with their domestic market and how such adaptation decisions influence the firms' competitive positions and performance in foreign markets. The authors conceptualize that adaptation...

  • Shelf-talkers--The Silent Salespeople. Biro, Patti // Skin, Inc.;Jan2013, Vol. 25 Issue 1, p24 

    The article offers three job functions of shelf-talker which are called silent salespeople, such as to entice, inspire and educate. It says that shelf-talker should entice clients to stop, look, and read the message of the products. It cites that salespeople should have a good idea and inspire...

  • Educator Insights: The Policy Gap in International Marketing. Czinkota, Michael R. // Journal of International Marketing;2000, Vol. 8 Issue 1, p99 

    In the light of the growing importance of policy for international marketing practice, the author makes a case for an increase in policy-oriented international marketing work in academia by presenting some key policy issues and developing international marketing research dimensions associated...

  • Integration and Responsiveness: Marketing Strategies of Japanese and European Automobile Manufacturers. Grein, Andreas F.; Craig, C. Samuel; Takada, Hirokazu // Journal of International Marketing;2001, Vol. 9 Issue 2, p19 

    Formulating a strategy to compete effectively in international markets is one of the major challenges a firm faces. The authors provide insight into how automobile firms devise strategies that respond to the conflicting pressures for local responsiveness and integration in the context of Western...

  • Sales, marketing relationship redefined. Ball, Benjamin F.; Monaghan, Robert F. // Marketing News;10/10/94, Vol. 28 Issue 21, p4 

    The article presents information on changes in trends in marketing strategies in the United States. The sales force is fast becoming a major determinant in whether or not the consumer receives your brand-marketing message. This dramatic shift in the sales role should be viewed as a significant...


Read the Article


Sign out of this library

Other Topics