Marketing Essay

Total Length: 2268 words ( 8 double-spaced pages)

Total Sources: 5

Page 1 of 8

Managing Emotions Among Salespersons



Personal selling is a very dynamic line of work and the ability of a salesperson to manage their emotion is very important. This research will look at the role salespeople's ability to manage their emotion has on their performance and behavior. It will bring to light an emotion regulation strategy which is adaptive for the management of negative emotions. A conceptual framework will be built to bring to light the place of cognitive reappraisal on the emotional well-being of salespeople as well as their motivation. The expected results are that there is a positive relation between adaptive selling behavior and cognitive reappraisal. Moreover, there is a negative relationship between cognitive reappraisal and emotional exhaustion and ruminative implications (Kemp et al., 2012).

Introduction



Salespeople operate in an environment with fluctuating stress levels. They have to play various role patterns and this subjects them to more than average stress levels (Naletelich et al. 2014). Studies in this area have mainly looked at the emotions that present themselves in a sales encounter. Not much has been done, however, in looking at how salespeople manage their emotions during the day-to-day work in the office. Research on human behavior indicates that people can control, to a huge extent, their emotions through the use of various strategies that influence the kind of emotions a person experiences (Gross and John, 2003). This research will look at how a salesperson can influence their emotions and the effect emotions have on motivation, burnout and selling behavior. Cognitive reappraisal involves regulation of emotions and phrasing a situation that might elicit negative emotions in a way that it takes a positive perspective so the well-being of the salesperson remains unaffected or improves (Kemp et al., 2012).


Literature Review



Emotion regulation involves the process through which a person makes an effort to influence the kind of emotions they have, when they get to have these emotions and the way they experience and express them. Someone may regulate their emotions to simplify, intensify or dampen an existing emotion (Gross et al., 2006). Emotion regulation is not the same as coping as the focus of coping is reducing the bad effects of an event. Emotion regulation primarily focuses on the management of a person's subjective state. Research shows that people have some level of control on the emotions they experience and can change or dampen them at will (Kemp et al., 2012).



A common strategy used in emotion regulation is cognitive reappraisal. This strategy can simply be referred to as reappraisal and involves one using various cognitive exercises to rephrase the meaning they assign to an event that elicits an emotion. The goal is to have a positive perspective on the event or situation. The person should feel neutral or empowered over the situation but not feel as a victim or helpless. Sales people face several situations when out in the field that can elicit negative emotions. By gaining control of their emotions, they become better positioned to take constructive action and get better results. Instead of treating a customer's rejection as a sign of personal weakness and incompetence, for instance, the salesperson can reappraise the situation as an opportunity to find sales strategies that work for closing a sale when dealing with a customer like that so that they will be better positioned to close a sale when they meet another prospect with the same objections (Kemp et al., 2012).




Sales people experience both failures and successes on the job. But the failures don't have to be called failures and can be reappraised as learning opportunities. A sales job can be very demanding and a salesperson's ability to control their emotions can prove to be a very useful skill. Sales people should avoid rumination at all costs when they encounter a negative experience. Rumination involves mentally dwelling on an experience for a long time or constantly stressing over the gap between where one is and where they want to be (Kemp et al.,

Hypothesis



H1: There is a negative relationship between rumination and cognitive reappraisal.



H2: There is a positive relationship between emotional exhaustion and rumination.



H3: The relationship between emotional exhaustion and cognitive reappraisal will be mediated by rumination.



H4: There is a positive relationship between the performance of a salesperson and their motivation (Kemp et al.,

Research Model



A structural equation analysis will be utilized through the use of maximum likelihood estimation method. A two-step procedure will be employed in first assessing the construct and discriminant model and then in the testing of the hypothesis in the structural model. The study will use already existing scales laid out by various pieces of literature to measure the constructs in the study. Various statistical techniques will also be used to evaluate discriminate and construct validity (Kemp et al.,

Plan for Data Collection



Data will be collected using a web-based survey which will be sent to sales people in the business-to-business niche. To help in attaining generalizability, the target firms will be drawn from different fields. Phone and mail will be used to contact twenty sales managers who will in turn be requested to share with their sales force the survey questions. 300 sales people will answer the survey questions. Another source of data that will also be considered will be existing literature in the field (Kemp et al.,

Expected Results



The expected results would indicate that there is a negative relationship between rumination and cognitive reappraisal. Further, the findings would indicate that a positive relationship exists between rumination and emotional exhaustion. Also, the study would show that a negative relationship exists between motivation and emotional exhaustion. Finally, the research would point to there being a positive relationship between those who show adaptive selling behavior and cognitive reappraisal.


Practical Implications



The research will avail empirical evidence to show that strategies for emotion regulation such as cognitive reappraisal can assist sales personnel manage their emotions in an effective and predictable manner. This may influence how managers allocate resources in helping salespeople manage their emotions by doing such things as identifying the most common emotions sales people deal with on a daily basis and training them on how to reappraise them (Kemp et al.,

Theoretical Contributions



The research has focused on examining cognitive reappraisal and the impact it has on various constructs. The relationships existing between rumination, emotional control and performance have also been considered. The role of feelings people have because of how they frame their experiences on how they perform on the job has also been covered. Future research done in the area might….....

Show More ⇣


     Open the full completed essay and source list


OR

     Order a one-of-a-kind custom essay on this topic


References


Curd, M. (2015). Marketing Plan: Coca-Cola in 2015. Retrieved November 24, 2016, from http://www.nice-cuppa-tea.co.uk/marketingplan.pdf
Related Essays

Marketing Distribution Issues

Marketing 1. Under what conditions do organizations conduct a marketing audit? The conditions under which an organization may want to conduct a marketing audit include: (a) whenever a company needs to be reminded of what products and services it actually offers to the public—which can happen more frequently than one might realize, as there are typically many products and services that a firm will offer that it fails to monitor or keep track of effectively; (b) whenever a company needs to be reminded of marketing campaign objectives so that the… Continue Reading...

Marketing Communication Plan for Internal Use

An important aspect of the marketing management plan relates to communication. Key internal stakeholders must be kept informed of the objectives of the marketing plan, progress, as well as any relevant updates as the implementation of the plan proceeds (Ferrell & Hartline, 2014). Effective engagement of internal stakeholders is crucial if the desired outcomes are to be achieved. When internal stakeholders are well informed of the marketing objectives, they are likely to be more committed to the initiative, hence increasing the success of the initiative. At HtW, internal stakeholders mainly include the board, the management,… Continue Reading...

Marketing Tools for Business Strategy

Emerging Trends There are a number of different trends emerging in marketing, and those involved in the craft should be aware not only of these changes but the implications of them as well. The first is video. Social media in particular has become a forum for video in marketing. This not only means things like Facebook Live and YouTube, but more sophisticated marketing such as Wistia's pro plans, Vidyard, and Brightcove. Video is another means by which a company can tell its brand story, and there is evidence that the use of video in marketing is not just on the rise… Continue Reading...

Marketing an EMBA Program in Vietnam

Marketing Plan The following a marketing plan for entering the Vietnamese market. There will be several issues covered, including the market and product analysis, external analysis, an internal analysis, and an action plan. Then there will be conclusions. The Vietnamese market is a terrible one to enter, in short. There has to be a better market. While the market is large in population, and its wealth is growing, the average Vietnamese cannot afford to pay tuition for Western-quality higher education. The actual size of the market, which would consist only… Continue Reading...

Marketing Management with Millennials

biggest source of change in many instances and paradigms and marketing management is no different. While the desires, wants and needs of the older generations is still relevant to many marketers, the emergence of the Millennials over the last generation and the coming reveal of Generation Z has most certainly changed the marketing landscape and will continue to do so for the foreseeable future. Body When some marketing professionals and people with opinions about the industry are asked about the patterns and changes being caused by the increased emergence of Millennials, many of the older and more "mature" generations are… Continue Reading...

Marketing Wellness and Fitness Non Profit Organization

on their own. For this new non-profit organization to be successful and achieve its objectives, it requires a suitable marketing mix model. The most suitable pricing strategy for this organization is flexible pricing model to serve different customers. Rather than adopt a one-size-fits-all pricing strategy, the organization should… Continue Reading...

Marketing and Sales Ethics

understand for certain whether someone is informed or not. To determine the ethics of a marketing action based on whether nor that action targets the informed necessarily relies on knowing the target's level of knowledge. In the vast majority of cases, one simply cannot know, and the cost to ascertain such level of knowledge would make the act of marketing cost prohibitive. In the real world, all the marketer can do is to target the target market, and maintain honesty and integrity with the messaging. If anything, the marketer can play the role of the informer. Certainly, the sales person does, in ascertaining the needs… Continue Reading...

Marketing the Police Department

Executive Summary: Annual Marketing Plan Introduction The annual marketing plan for the local law enforcement organization Ft. Mitchell Police Department is based on the budget of the department, which is financed by the public: state, local and federal taxes as well as bonds all go into financing the budget of the Ft. Mitchell PD. The budget is used to pay officers’ salaries, pensions, equipment, and so on. It is also used to fund the annual marketing plan of the department. Situation Analysis The Ft. Mitchell PD is in need of re-branding itself following… Continue Reading...

Marketing and Earned Income Revenue for Nonprofits

is that of the Girl Scouts, whose famous cookies have functioned as both a positive marketing campaign as well as an important support for the organization’s activities (Lapowsky 2017). Many people become aware of the good that the Scouts do precisely because of the Scouts’ unique product. The use of social media, of course, has also facilitated sales of the cookies and other nonprofit products and services. Furthermore, nonprofits can now sell their items much more cheaply, using a website or an online portal like eBay. Advertising online is also less expensive, and nonprofits can use these channels to disseminate information about their cause, to… Continue Reading...

Marketing Goods or Services

between a good and a service. The two are treated differently in marketing because certain key differences influence the timing of marketing efforts, the messaging, the need to build relationships with customers, and demand forecasting. Key Differences between Goods and Services There are significant differences between goods and services, and these differences result in many differences in terms of production, marketing, pricing – all aspects of business, really. The first difference is that a service is not physical, where a good is. There might be supplies used in the service, but the service is inherently based on performance. Thus, services are intangible,… Continue Reading...

Marketing Plan for Vietnamese Business Essay

Essay Prompt: Develop and present an outline marketing plan with justifications Purpose of the assessment The aim of the assignment is to demonstrate your understanding of how a global corporation strategically manages its marketing operations across global markets and cultures. Context: You work in a marketing consultancy. It is your job to prepare a report to the Dean of the Business School on your outline plan for entry into Vietnam with programmes of study. Your Specific Instructions: Your Report should identify as a minimum the following: You are to produce an outline marketing plan for entry into… Continue Reading...

Marketing Strategy for a Nightclub

Business Proposal YOLO Marketing Plan YOLO will use social media to address the 4 P’s. Since YOLO’s business strategy is all about differentiating itself from other club competitors by being a “pop-up” night club that sets up shop in a new venue every time, social media is the perfect marketing tool to alert patrons of where the party is getting started. The party, of course, is the product. The place is new every time. The promotion can be delivered online, and the price can be competitive as there is little overhead involved in… Continue Reading...

Clean Protein Bars Marketing Plan

Marketing Plan: Clean Protein Bars From boxed cake mixes to fast food, America has long been fascinated with foods that promise to provide a quicker way to eat. But there is also growing concern about the obesity epidemic, as well as a rise in fascination with alternative forms of eating (such as vegan, low-carb, and paleo dining) as well as unconventional forms of exercise. Viewed in conjunction, developing a protein bar that promises health benefits and the virtues of clean eating could be very useful. Many of these types of… Continue Reading...

Social, Legal, and Ethical Issues in Marketing

(Law Info, 2017). An additional legal issue surrounding the company and its products is marketing and advertisement. In particular, energy drink companies more often than not market their products with the proclamations that they boost and enhance psychological functioning, offering transitory boost to both mood and performance. Nonetheless, from a legal perspective, these companies face the risks of facing lawsuits from the general public and also other organizations because they rarely address the prospective longstanding effects that consuming their products may have (Richards and Smith, 2016). Moreover, in accordance to Cohen (2015), energy drink companies face the legal risk of being in violation of… Continue Reading...

Branding Strategy and Marketing Communication Plan

Market Segments Understanding the characteristics of the target market is a crucial step in developing the branding and marketing plan. This basically involves segmenting consumers. Consumers can be segmented based on their demographic, geographic, behavioral, and psychographic characteristics (Lamb, Hair & McDaniel, 2009). For the automobile industry, consumers can be segmented as follows. Demographic characteristics Individuals, male and female, families, middle- to high income, businesses, and professionals Geographic characteristics Behavioral characteristics First-time buyers, repeat buyers, seeking functional benefits, with family needs, seeking social status benefits, seeking quality cars, seeking off-road capabilities. Psychographic characteristics Enthusiastic about cars As per the table above, the target market is broad. It encompasses… Continue Reading...

Stuart Cellars Case and Marketing Mix

is a winery located in Temecula, California. The case study illustrates some of the core concepts of the marketing mix, including product, pricing, placement, and promotion. Developing a successful marketing management plan for Stuart Cellars requires that each of these elements of the marketing mix be synchronized and attended to regularly, with ongoing analysis and assessment. With a product as universally loved as wine, it becomes critical to set one's own brand apart from the competitors, especially in a demanding and competitive market like that in California. As profitable as the wine business can be, the product itself is dependent on several factors that may largely be outside… Continue Reading...

Online Marketing and Success

Strategic Approach to Marketing Communications When undertaking any business activity, it is important to have a strategic plan. A strategic plan will offer a guideline on the way specific activity should be approached. It will enable the staff, management, and the stakeholders to assess the level of achievement in the organization. The results obtained will be compared with the projections estimated in the strategic plan. Marketing communication is an important aspect of any organization (Cheung & Thadani, 2012). It involves the language and presentation used when creating product awareness and encouraging customers to… Continue Reading...

Operational Marketing and Strategic Positioning

.....operational and marketing capabilities on firm performance: Evidence from economic growth and downturns," Ahmed, Kristal & Pagell (2014) show how marketing and especially operational marketing capabilities in an organization can directly improve firm performance overall, with operational marketing being especially critical during slow times or externalities like economic downturns. The results of the Ahmed, Kristal & Pagell (2014) article show the importance of operational marketing and strategic brand positioning, especially as described in chapter 8 of the text. For example, the text lists the seven steps in the positioning process, starting with… Continue Reading...

Impact of Syrian Refugee Crisis on Marketing Arena

Strategic management and marketing theory demonstrates that marketing activities are significantly affected by events in the external environment (Mullins & Walker, 2013). For instance, the PESTEL framework shows that business and marketing decisions must be made in consideration of political, economic, social, technological, environment, and legal factors. One event that is increasingly affecting marketing activities is the Syrian refugee crisis, which has resulted in the influx of hundreds of thousands of refugees into Europe (Kleintop & Schwab, 2015). This text considers the implications of the Syrian refugee crisis on the marketing arena. Attention… Continue Reading...

Small Local Business Marketing Plan

aesthetics and grooming needs of contemporary urban consumers. This business uses a wide range of marketing methods to promote their business. Word of mouth is their primary marketing method, which is enhanced by relationship building through multiple social media platforms. The Toshi Dream Spa offers promotional contests through their Facebook and Instagram accounts. One of the promotional contests partnered with local artists to offer art giveaways for customers. Another contest asked followers of their Facebook and Instagram accounts to post pictures of "their favorite urban legend," "their favorite urban dog," and "their favorite food," and selected winners for receiving a $25 gift card. Through these… Continue Reading...

sample essay writing service

Cite This Resource:

Latest APA Format (6th edition)

Copy Reference
"Marketing" (2016, November 27) Retrieved March 28, 2024, from
https://www.aceyourpaper.com/essays/marketing-essay

Latest MLA Format (8th edition)

Copy Reference
"Marketing" 27 November 2016. Web.28 March. 2024. <
https://www.aceyourpaper.com/essays/marketing-essay>

Latest Chicago Format (16th edition)

Copy Reference
"Marketing", 27 November 2016, Accessed.28 March. 2024,
https://www.aceyourpaper.com/essays/marketing-essay