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首页> 外文会议>AMA Summer Educators Conference >AN EXPERIMENTAL EXAMINATION OF BUYERS' RESPONSES TO RELATIONSHIP FAILURES
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AN EXPERIMENTAL EXAMINATION OF BUYERS' RESPONSES TO RELATIONSHIP FAILURES

机译：对买家对关系失败的回应的实验检查

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A 1997 survey of sales managers revealed that nearly half (49%) of the managers believed their salespeople had lied on a sales call, 34 percent believed their salespeople had made unrealistic promises, and 22 percent believed their salespeople had sold products the customer did not need (Marchetti 1997). A 2002 survey of sales and marketing executives similarly revealed that approximately 50 percent of the executives believed their salespeople had lied on sales calls and 74 percent believed the aggressive pursuit of sales goals encouraged their salespeople to lose focus on customer needs (Strout 2002). Though these findings have spurred research aimed at identifying the antecedents of ethical salesperson behavior (cf., Ferrell, Johnston, and Ferrell 2007), there is little evidence to suggest the situation has improved much in recent years (Ramsey, Marshall, Johnston, andDeeter-Schmelz 2007).
机译：1997年，销售经理调查显示，近一半（49％）的经理人认为他们的销售人员撒谎撒谎，34％的人认为他们的销售人员已经取得了不切实际的承诺，22％相信他们的销售人员已经销售了客户没有需要（Marchetti 1997）。 2002年销售和营销高管的调查表明，大约50％的高管认为他们的销售人员撒谎销售电话，74％相信销售目标的激进追求鼓励他们的销售人员失去关注客户需求（Scrout 2002）。虽然这些发现刺激了旨在识别道德销售人员行为的前提的研究（CF.，Ferrell，Johnston和Ferrell 2007），但几乎没有证据表明近年来的情况有所提高（Ramsey，Marshall，Johnston，Anddeeter -Schmelz 2007）。

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