2000 Fiscal Year Final Research Report Summary
Organizational Sales Strategies in B to B Marketing
| Project/Area Number |
11630111
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Yokohama City University |
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Principal Investigator |
MINAMI Chieko Yokohama City University Faculty of Economics and Business Administration, Associate Professor, 商学部, 助教授 (90254234)
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| Co-Investigator(Kenkyū-buntansha) |
SASAKI Keigo Yokohama City University Faculty of Economics and Business Administration, Associate Professor, 商学部, 助教授 (90285156)
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| Project Period (FY) |
1999 – 2000
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| Keywords | team selling / sales strategy / relationship marketing / knowledge creation / CRM / data mining / pharmaceutical marketing |
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| Research Abstract |
Two kinds of research projects were conducted concerning team-selling strategy in business marketing. One research focused on the organizational strategy about sales forces in pharmaceutical industry. The other was conducted on how the CRM (Customer Relationship Management) has impact on sales forces about solution business.
Sales representatives in the pharmaceutical industry are now expected to provide consultation for their customers, which extend beyond the scope of simply selling their products. However, using a database system alone dose not necessarily ensure successful consultation or the improvement of sales force productivity. It was found that sales forces could develop relationships with their key customers and contribute to marketing activities, through the case of knowledge transformation project.
IT venders are trying to integrate SFA (sales force automation) and CRM for the purpose of effective approach toward their key customers. Two types of impacts of CRM on sales forces were found. One case is reinforcing sales organization by encoding sales knowledge into a database system. The other case is replacing sales forces by direct communication with their customers through internet or call center and dissolve sales division
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