DOI: https://doi.org/10.18371/fcaptp.v3i26.144792

PERFORMANCE OF SALES PERSON IN A SMARTPHONE MARKET IN TURKEY

Telli Yamamoto Gonca, Fehim Düzgün

Abstract


Smartphone market is growing very quickly with embedding new technologies. Many global and local brands are entering aggressively to Turkish market. In Turkey, there are different channels for this business; technology superstores’, telecom retailer and mix retail channel. Mainly 3 technology chains have around 200 important shops. Telecom retail channel has around 8.000 shops with different operators and different owners which needs long-term investment, Mix channel also has around 11.000 independent stores which needs high field force investment to contact with all independent dealers. We may say that technology superstores seems more suitable for fast growing brands, Because technology superstore channel has only 200 stores with high capacity which can be controllable more easily.

All brands are looking for a way to raise their sales and make the correct sales activities to be able to compete in the competitive smartphone market. Due to sales person is one of the key points that faces the consumer in the shops and ends the sales, companies positioning sales person (promoters) in technology chain stores. Additional to positioning sales person, companies provide sales promotions to sales person as tool to increase sales performance. We may list sales promotions as; price discount, bundle gift, marketing activities -to attract customer to stores- sales person bonus incentive, in store marketing material and activities. Sales person is the first point that facing with consumer in the retail store. Furthermore we believe sales person’s opinion is very valuable while defining sales actions for the companies in smartphone market. In this study, survey is executed with sales persons (sales staff, promoter) to find out sales person idea to improve sales performance and budget allocation about shop’s sales activities. We believe this study will guide and help smartphone companies for planning their sales promotion & activities and sales budget allocation.


Keywords


personel selling; sales promotion; sales person; bonus; sales incentives; retail; smartphone; sales performance

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References


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GOST Style Citations


Adesoga A. Examination of Relevance of Personal Selling in Marketing Activities : A Descriptive Method / A. Adesoga // Journal of Accounting and Management. — 2016. — № 6 (2). — Р. 103—116.

Belch G. A. Advertising and Promotion; An Integrated Marketing Communications Perspective / G. A. Belch, M. A. Belch. — New York : McGraw-Hill/Irwin, 2004.

Blattberg R. C. Sales promotion: concepts, methods, and strategies / R. C. Blattberg, S. A. Neslin. — Michigan : Prentice Hall, 1990.

Cummins J. Sales Promotion – How to create, implement and integrate campaigns that really work / J. Cummins, R. Mullin. — London : Kogan Page, 2002.

Del Vecchio D. The effect of sales promotion on post-promotion brand preference : A meta-analysis / D. Del Vecchio, D. H. Henard, T. H. Freling // Journal of Retailing. — 2006. — № 82. — P. 203—213.

Duzgun F. The Effect of Promoter Incentive to the Smartphone Sales in Retail Chains: A Turkish Case / F. Duzgun T. G. Yamamoto // International Journal of Economics & Management Sciences. — 2016. — № 5.

Futrell C. Fundamentals of selling: Customers for life through service / C. Futrell. — 10th ed. — New York, USA : McGraw Hill, 2008.

Husejnagic D. The Impact of Sales Promotion on Consumer Buying Decision / D. Husejnagic ; Social Sciences Institute. — Istanbul : Bahcesehir University, 2015.

Knill J. Targeting and tenderin through relationship marketing / J. Knill // Engineering Management Journal. — 1997. — № 7. — Is. 1. — P. 11—15.

Kotler P. Marketing Management: Analysis, Planning, Implementation and Control / P. Kotler. — New York : Prentice Hall, 1988.

Kotler P. Market Your Way to Growth:Eight Waysto Win / P. Kotler. —New York: John Wiley & Sons Inc, 2013.

Pelham A. Do consulting-oriented sales management programs impact salesforce performance and profit? / A. Pelham // Journal of Business & Industrial Marketing. — 2006. — Vol. 21. — Is.  3. — P. 175—88.

Rowley J. Promotion and marketing communications in the information marketplace / J. Rowley // Emerald Insight. — 2014. — Vol. 47. — Is. 8. — P. 383—387.

Sarіyerli S. Impact of Organizational Compensation Systems, IT Based CRM Systems and Sales Unit Effectiveness On to Sales Performance in Pharmaceutical Companies / S. Sarіyerli. — Istanbul : Bahcesehir University, 2016.

Shirer M. Smartphone Volumes Expected to Rebound in 2017 with a Five-Year Growth Rate of 3.8%, Driving Annual Shipments to 1.53 Billion by 2021, According to IDC [Electronic resource] / M. Shirer // IDC. — 2017. — March 01. — Available at : http://www.idc.com/getdoc.jsp?containerId=prUS42334717.

Shrimp T. A. Advertising promotion. Integrated marketing communications / T. A. Shrimp. —New York: The Dryden Press, 2000.

Soner Y. K. Sales Person — Customer Relationship Analysis For Sales Force Development In Turkish Commercial Vehicle Retailing / Y. K. Soner ; Institute of Social Sciences Department of Business Administration. — Istanbul : Yeditepe University, 2009.

Statista [Electronic resource]. — 2017. — August 21. — Available at : https://www.statista.com/statistics/266219/global-smartphone-sales-since-1st-quarter-2009-by-operating-system.

Teknokulis [Electronic resource]. — 2017. — April 2. — Available at : Teknokulis.com: http://www.teknokulis.com/haberler/guncel/2017/04/02/turkiyede-2016da-kac-tane-akilli-telefon-satildi.

Webster F. E. Marketing Communication: Modern Promotional Strategy / F. E. Webster. — New York : Ronald Press Company, 1971.

Weitz B. A. Personal Selling and Sales Management: A Relationship Marketing Perspective / B. A. Weitz, K. D. Bradford // Journal of theAcademyofMarketingScience. — 1999. — P. 241—254.





Copyright (c) 2018 Telli Yamamoto Gonca, Fehim Düzgün

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ISSN (print) 2306-4994, ISSN (on-line) 2310-8770