TITLE

Women's Perceptions of Personal Selling: Some Positive Results

AUTHOR(S)
Muehling, Darrel D.; Weeks, William A.
PUB. DATE
May 1988
SOURCE
Journal of Personal Selling & Sales Management;May88, Vol. 8 Issue 1, p11
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article discusses the differences in perceptions of and interest in a sales career between males and females. The underlying reason for investigating perceptual and attitudinal differences between college males and females is to determine whether firms should customize their recruiting efforts. If differences are found, it may be in a company's best interest to design a recruiting program with the unique needs and concerns of females (or males) in mind. The findings of this study confirmed the expectations that college females may be more favorably predisposed to personal selling than college males. Women's attitudes were more positive than men's. Given the recent trends in business and academia, it appears that women will play an even greater role in shaping the selling profession in the future. Companies recognizing these new opportunities should take advantage of the situation and make every effort to design recruiting programs that will most effectively reach the brightest, most capable female students. The findings of this study underscore the need for sales firms to practice the marketing concept in their recruiting efforts.
ACCESSION #
8933989

 

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