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D.Comm. / The market orientation construct describes the behaviours and activities necessary for an organisation to become market oriented - in other words reflect its adoption of the marketing concept. In this study an organisation's perceived level of market orientation was determined using salespeople to assess the extent to which their organisations exhibited market oriented behaviours. The results obtained revealed that on the whole salespeople tend to see their organisation as having above average levels of market orientation. Market oriented organisations provide salespeople with a support system that enable them to provide their customers with optimal satisfaction since everyone in the organisation is focused on this objective. Salespeople operating in market oriented organisations will tend to experience less role stress than those salespeople operating in organisations with lower levels of market orientation. Salespeople with certain personality traits are better able to cope with role stress and therefore these individuals would probably be found in organisations with low levels of market orientation. In this study the personality trait profiles of salespeople working for organisations with different perceived levels of market orientation were determined and the results obtained were correlated with their perceptions of their organisations level of market orientation. The results obtained revealed that there was a correlation between two of the salesperson's personality traits namely, gregarious and energies and their organisation's perceived level of market orientation. The personality dimensions measured in this study were also used to develop a model whereby one could predict 68% ofthe overall respondents correctly in terms of their customer or competitor orientations. Two factors namely apprehensive and conservative, with a negative loading entered into the model in this order, would enable one to predict the salesperson's dominant orientation.

The study examines the potential of conjoint analysis to provide and apply quantitative data to situations previously limited to non-quantitative analysis within the selection process. Chapter I presents a brief introduction to the sales force selection process. A discussion of the importance of effective selection to the organization as well as an explanation of the objectives, methodology, research questions, and limitations complete the chapter. Chapter II provides a detailed description of the contemporary sales force selection process. The chapter explains the objective and subjective activities and techniques utilized by management in selection decisions. Chapter III describes the steps involved in conjoint analysis and the specific conjoint measurement technique employed in the study. The questionnaire employed and the source of data are described in Chapter IV. An analysis of the results of the research completes the chapter. Chapter V presents the summary, conclusions, and recommendations of the study.

The strongest correlate of new product success is understanding of market requirements early in the new product development (NPD) process. This is true in high technology environments where rapid change and chaotic market conditions prevail. Although a firm's salesforce is viewed as one of many sources of new product ideas and market information, the involvement of salespeople in NPD activities varies widely across firms. This study examines salesforce involvement in a firm's NPD predevelopment activities, i.e. idea generation and screening, preliminary market assessment, and concept evaluation. Because of the limits of existing research in this area, a two-phase research design was used. The first phase developed a scale for measuring salesforce involvement in NPD predevelopment activities. This scale was incorporated into a study model. The second phase tested the study model, a linkage of salesperson involvement level to organization and individual salesperson attributes. The scale-development sample consisted of 136 sales professionals. The resulting scale was a nineteen item, multi-dimensional measure incorporating three factors of involvement: involvement initiated by the salesperson, involvement initiated by NPD-Organization, and a salesperson's cognitive interest in NPD involvement. In the second phase of the study, a sample of 248 salespeople from nineteen companies completed self-administered written surveys. At the organization attribute level, the length of the NPD cycle was significantly associated with involvement subscale measures. In particular, the longer a firm's NPD cycle for product improvements, the less involvement the salesforce has in NPD-headquarters initiated involvement activities. A similar significant relationship exists between a firm's new product cycle time and the level of involvement in salesforce-initiated NPD predevelopment activities. At the study model's salesperson level, a series of factors were associated to NPD team-initiated and salesforce-initiated involvement subscales. These factors are a salesperson's: customer orientation, location distance from NPD, level of feedback from NPD, membership on NPD teams, knowledge of where to send NPD-related information, and belief that information communicated to NPD will be appropriately used. Study findings suggest that organizations can affect the degree of involvement that their salesforce or individual salespeople has in early phases of NPD.

Thesis PlanB (M.S.)--University of Wisconsin--Stout, 2009. / Includes bibliographical references.

Thesis (Ph. D.)--University of Missouri-Columbia, 1999. / Typescript. Vita. Includes bibliographical references (leaves 218-235). Also available on the Internet.