The Empirical Study on the Influences of Channel Patterns and Personality Characteristics On Marketing Performance

• Main Authors: Shih-Che Sun, 孫士哲
• Other Authors: Lichung Jen
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/86271465989523393283

碩士 === 中國文化大學 === 國際企業管理研究所 === 88 === Usually when we discuss about the selection of channel patterns, we analyze at the production perspective, and use the transaction cost theory to analyze the factors of channel selections. But is it really can classify the factors of channel selections through the production perspective? In order to search will salesmen’s personality characteris-tics influence the marketing performance at different channel patterns, therefore I hope this research can be start with the marketing perspective and salesmen’s personality characteristics. Through this research to understand will salesmen gain better marketing perfor-mance after manufactures chose different channel patterns? Which channel will be bet-ter? What is the difference between direct selling and distributor systems? When under the direct selling system, research shows the salesmen who have higher degrees of internalization and inner-directedness, will have better satisfactions and work involvement than the salesmen who work under the distributor system. Therefore, the result suggests in order to let salesmen have more satisfactions and work involvement, when administrators perform direct selling system, they should con-sider to hire the salesmen who has higher degrees of internalization and inner-directedness. As on the other side, when the administrators perform distributor system, they should hire the sales person who has higher degree of internalization.