Màrqueting i direcció de vendes

La direcció de vendes es pot definir com la planificació, l’organització, l’execució i el control de les polítiques i estratègies de vendes d’una organització, desenvolupada dins de l’àmbit del pla global de màrqueting i, per tant, sotmesa als seus mateixos límits, que són l’entorn empresarial (competidors, tecnologia, legalitat, etc.) i la mateixa organització interna (objectius, recursos, etc.). En aquest context, la tasca fonamental del cap de vendes és manejar el seu equip de venedors per obtenir vendes que generen beneficis a l’empresa i deixar els clients satisfets. Per tant, l’estabilitat professional dels integrants de la força de vendes estarà condicionada per la manera en què el director de vendes duga a terme les seues tasques. Alhora, el paper exercit pel venedor és condicionant de l’èxit de l’empresa. Tot i la importància de les vendes i la direcció de vendes dins de l’empresa, aquest camp ha estat considerat de segon nivell. Així, al nostre país, les investigacions empíriques són molt escasses. Per tant, a la vista del que s’ha exposat, la finalitat d’aquest text se centra a proporcionar els pilars bàsics de la relació entre màrqueting i vendes, més concretament entre màrqueting i direcció de vendes, es persegueix oferir una visió genèrica de les diverses funcions que la direcció de vendes pot dur a terme.El document forma part dels materials docents programats mitjançant l'ajut del Servei de Política Lingüística de la Universitat de València

Planificación de la visita de venta y rendimiento individual del vendedor

La relación entre las acciones llevadas a cabo por los vendedores y los resultados obtenidos por los mismos en el desarrollo de sus actividades es vital para las empresas. Por ello, el presente estudio analiza el efecto que sobre el rendimiento individual del vendedor tienen, en opinión de 107 jefes de equipos de venta, diferentes aspectos comportamentales que los vendedores pueden gestionar en el desarrollo de su trabajo. En concreto, se analiza el efecto del conocimiento técnico y de la planificación de las visitas. The relationship between the actions carried out by the salespersons and the outcome performance obtained by them in the development of their activities is vital for companies. Therefore, this study analyses the effect of different behavioral aspects that salespersons can manage to develop their job on the salespersons performance, in the opinion of 107 field sales managers. Specifically, we examine the effect of technical knowledge and the sales calls planning

Neuromarketing, ¿el futuro ya está aquí?

En los últimos años se ha producido un incremento en el interés por aplicar los métodos de la neurología al conocimiento del comportamiento del consumidor, no sólo durante el proceso de decisión de compra, si no durante toda su interacción con el marketing. Por ello, este trabajo presenta una visión global de dicha aplicación, así como una exposición de los principales motivos de su uso y de los aspectos éticos y de protección al consumidor en la aplicación del neuromarketing. In recent years there has been an increased interest in applying the methods of neuroscience to understanding consumer behavior, not only during the purchase decision process, if not throughout their interaction with marketing. Therefore, this paper presents an overview of the application as well as an exposition of the main reasons for its use and the ethical and consumer protection in the application of neuromarketin

Assessing weather risk in sun and sand destinations

This paper studies the impact of climate change on the tourism demand in the Costa de Valencia (Spain) destination. This is a Mediterranean sun and sand destination whose main attraction is the climate. Weather data from 1937-2009 indicate a slow but steady increase in temperatures and a higher frequency of extreme weather events. The study of the effects of temperature on tourism shows that the number of both resident and non-resident tourists is positively related with the temperature. Furthermore, the number of stays of residents does not change in cold months but it increases in hot months, and the number of stays of non-residents decreases in cold months but it does not change in hot months. Finally, based on the results obtained, we propose some alternatives that allow sun and sand destinations to manage their weather-related risk exposure

Some determinants of sales force effectiveness

Purpose - This paper aims to find out what characterises salespeople in the most effective salesforce in Spain. Design/methodology/approach - An empirical analysis has been done with 108 field sales managers from different sectors of activity to determine the conditions of the salesperson's control, professionalism and behaviour that affect his/her performance and the effectiveness of companies. A structural equations model or second generation multivariate model was used - PLS. Findings - The results show that more effective salesforces are controlled through behaviour control systems, salespersons in this team identify with the company's strategic objectives and an important part of their remuneration is based on a fixed salary. Research limitations/implications - First, the information has been gathered on a unique hierarchical level - team managers. Second, the company's activity sector and the type of salesperson can modify the results. Finally, the size of the sample has limited the potential application of specific statistical techniques and even the generalisation of the results. Practical implications - Field sales managers must help to define the salespeople's tasks to reach the company's objectives in the most effective way. This situation implies, logically, that control is exerted over behaviour and to a lesser extent over the results achieved by the salesperson. Originality/value - The paper determines those variables which allow companies, and especially those persons holding responsibility in the salesforce, to increase their effectiveness. The objective enriches the knowledge on sales effectiveness and also applies, in the Spanish case, a study methodology that has been applied in other countrie

La actividad comercial en empresas turísticas. Percepción de los estudiantes de turismo

The current research intends to analyze the opinion that the tourism university students have regarding to develop their future labor in the commercial management area of tourist companies, the one that more offer of jobs generates in Spain. Specifically, we want to know what the perception of this type of work is, both from a personal and professional point of view. To achieve these objectives, 348 students, from different undergraduate and postgraduate courses, have been surveyed, who have been classified according to their interest in working as sellers in the tourism sector. The results show that, in general, the valuation of a future commercial activity is positive.El presente trabajo pretende analizar la opinión que los estudiantes universitarios de Turismo tienen respecto a desarrollar su futuro laboral en el área comercial de empresas turísticas, la que más oferta de puestos de trabajo genera en España. En concreto, se pretende conocer cuál es su percepción sobre este tipo de trabajo, tanto desde un punto de vista personal como profesional. Para alcanzar estos objetivos, se ha encuestado a 348 estudiantes de diferentes cursos, de grado y posgrado, que han sido clasificados en función de su interés por trabajar como vendedores en el sector turístico. Los resultados muestran que, en general, la valoración de una futura actividad de tipo comercial es positiva

Nutrition among adolescent Spaniards: healthy and non-healthy motives of food choice

Health is one of the issues which most concern both the general public and institutions. Correct nutrition is a fundamental variable due to its medium and long term effects. The present work focuses on examining the nutrition among adolescent Spaniards, especially the healthy and non-healthy motives of food choice, as well as the effect of this choice on future health problems. In order to confirm the Food Choice Questionnaire's (FCQ) applicability to the sample of young people polled, and examine the possible differences related to the sociodemographic and anthropometric variables (weight and height (BMI)), a two phase methodology was used (Principal Component Factor Analysis (PCFA); ANOVA, t-test, Pearson Chi-Square). Selection of the respondents has been carried out with multistage random sampling in two stages, stratified and cluster, taking into account the type of high school (public or private). The sample was composed of 590 pupils from different high schools in the city of Valencia (Spain), aged between 13 to 18 years old. Our findings show that Spaniards young people choose their food in terms of the sensory aspects and price, without concerning themselves with the effects that their eating habits may have on their weight. Moreover, the findings showed significant differences taking into account gender of the participants and the type of high school they attend. In all the socio-demographic groups studied, the aspects related to the senses are the most important factor in the food choice. The least important factor is related to ethical characteristics of the food producers

Agile methodologies in times of pandemic : acquisition of employment skills in higher education

Purpose ¿ This research aims to focus on analysing the opinion of university students on the effects that agile methodologies are having on their education during this time of pandemic that is affecting the normal functioning of on-site universities. Specifically, the authors intend to analyse the effect that different constructs have on the development of their skills for labour markets through the application of agile methodologies in blended learning. Thus, the authors will analyse the effects of intrinsic motivation, the interactivity of the system, the involvement of students, their engagement to these activities and their level of satisfaction with this training process. Design/methodology/approach ¿ The authors conducted research based on the use of agile methodologies applied to higher education. To this end, various activities were designed within different subjects in marketing area. 115 business students were consulted, who valued their experience and the usefulness of this methodology in relation to the improvement of the learning process. Findings ¿ The results of the research show the usefulness of agile methodologies for university students. In addition, these methodologies allow them to develop certain skills that will be important for labour markets, such as teamwork, motivation and engagement to tasks to be developed. Originality/value ¿The main value of this research lies in the application of a methodology from the business environment in higher education and the subsequent analysis of the students¿ assessment of these agile methodologies in terms of their usefulness for their professional future. Moreover, this application of agile methodologies has been carried out in an unusual environment due to the pandemic situation that has changed the usual development of face-to-face university training towards the application of e-learning methodologies

Secure webs and buying intention: the moderating role of usability

El presente trabajo ha planteado un modelo conceptual a fin de mostrar como los antecedentes de la intención de compra se ven reforzados en contextos de Webs altamente usables. Específicamente, el trabajo analiza en profundidad el rol moderador de la usabilidad en la explicación de la conexión entre seguridad de una Web e intención de compra. Entre ambos extremos (seguridad e intención de compra), se han incluido diversas variables para explicar mejor su conexión. Para ello, ha sido diseñada una Web ficticia de ropa dirigida al segmento joven de clase media. A fin de alterar la usabilidad de la Web se han realizado dos tipos de manipulaciones: la velocidad y la facilidad de uso de la Web. Las dos Webs creadas (alta usabilidad y baja usabilidad) fueron visitadas por un total de 170 encuestados que fueron compensados con un USB valorado en 15 euros. Los resultados muestran que la seguridad percibida en la Web acarrea tres interesantes efectos (especialmente para la Web altamente usable): (i) mejora las actitudes agrado, (ii) reduce el nivel de riesgo percibido; (iii) aumenta la confianza. Los dos últimos efectos, a su vez, acaban aumentando la intención de compra.. Por último, se ha demostrado que la usabilidad, efectivamente, refuerza las relaciones consideradas en el modelo propuesto para explicar la intención de compra.A conceptual model has been proposed to show how buying intention antecedents are reinforced in highly usable contexts. Specifically, this paper deeply analyses the moderator role of system variables (usability) on explaining the relationship between Web security and buying intention. Between both extremes (security and buying intention), several relationships have also been stated to better explain this effect. An “ideal” fictitious Website was designed for a non existent clothing company directed at the segment of middle class consumers. In order to alter Web usability, two blocks of changes were made, one concerning Website speed and the other related to ease of use. Our experiment sample consisted of 170 respondents who participated in exchange for a pen-drive (USB) valued at 15 euros. The results show that improving website security has three interesting effects (especially in high usable contexts): (i) it improves pleasure attitudes, (ii) reduces the level of perceived risk and (iii) increases trust. Secondly, it has been found that to increase buying intention, two actions must be taken: (i) to diminish perceived risk and (ii) to improve users’ pleasure attitudes towards the Website. Finally, usability has been found to have a moderating role in all the relationships considered (reinforcing them)

Control de la fuerza de ventas : comparación de sistemas

Para la realización de la evaluación y control de la fuerza de ventas nos encontramos principalmente con dos métodos básicos (Anderson y Oliver, 1987). (1) El control de resultados, ventas y costes, tiene una visión más a corto plazo. (2) El control del comportamiento se relaciona con el logro de objetivos a largo plazo. En la práctica, las empresas suelen utilizar mecanismos que combinan ambos sistemas, apareciendo el denominado control híbrido o mixto (Oliver y Anderson, 1995). El presente trabajo analiza las diferencias que estas tres filosofías del control producen según las opiniones de los jefes de equipo de venta. Para alcanzar dicho objetivo hemos realizado una investigación similar a la realizada por Oliver y Anderson (1995)