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首页> 外文期刊>Journal of personal selling & sales management >BUYER-SELLER INTERACTIONS IN MATURE INDUSTRIAL MARKETS: BLURRING THE RELATIONAL-TRANSACTIONAL SELLING DICHOTOMY
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BUYER-SELLER INTERACTIONS IN MATURE INDUSTRIAL MARKETS: BLURRING THE RELATIONAL-TRANSACTIONAL SELLING DICHOTOMY

机译：成熟工业市场中的买方与卖方互动：模糊关系交易的销售二分法

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摘要

Sales practitioners continue to come to terms with the selling conditions of mature consumer and business markets. Mature markets display signs such as cost-focused competition, similarity in the perceived functionality of offerings, and multiple suppliers vying for highly knowledgeable and powerful customers. While researchers have noted that in mature industrial markets the relationship to sales personnel can be an important differentiator for buyers, sales research has not specifically examined the consequences of market maturity on the conditions and modes of selling in these markets. In addressing this gap in research, this paper examines the effects of market maturity on the relationships between selling personnel and their customers by presenting case study research from a mature industrial market for chemistry products: the North Sea oil industry.
机译：销售从业人员继续接受成熟的消费者和商业市场的销售条件。成熟的市场表现出一些迹象，例如以成本为中心的竞争，产品功能的相似性以及多个供应商争夺知识渊博的强大客户。尽管研究人员已经指出，在成熟的工业市场中，与销售人员的关系对于买家而言可能是重要的区分因素，但销售研究并未专门研究市场成熟度对这些市场的销售条件和方式的后果。为了解决这一研究空白，本文通过对来自成熟的化学产品工业市场（北海石油工业）的案例研究，研究了市场成熟度对销售人员与其客户之间关系的影响。

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