Do Salespeople Undermine Marketing and Advertising Campaigns of Mobile Phones Brands in Bulgaria?
Petrov, Pavel Ivanchev
Cardiff Metropolitan University
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The idea of this dissertation is inspired from experience as a mobile phones salesman and a manager of a local telecom store and observations that mobile phones salespeople quite easily and arrogantly manage to convince a customer to buy a phone different from his or her initial choice by just saying something simple like – "Are you really sure that you want to buy exactly this phone?" To explore to what extend the salespeople influence the customers in this sphere of sales this dissertation reviews works of authors like Jeffrey Gitomer and Paco Underhill who have devoted years to understand and analyse the sales process and glimpses at the Neuromarketing conception of Martin Lindstrom about the empirical surveys. The conclusions are rather inductive than deductive while the primary data comes from adapted questionnaires spread in two different samples. There have been the customers surveyed and the salespeople of a mobile network operator in Bulgaria. The conceptual underpinnings behind the conclusions are the purchase drives, the brand loyalty and the salespeople’s influence over customers. The outcomes of the problem studied stress on the importance of the human resource of the telecom corporations and revises the long term aspect of the negotiations between the brands manufacturing mobile devices and the telecoms who actually are the resellers.
Masters in Business Administration
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