Cross-Cultural Personal Selling (eBook)

Anna Antczak-Barzan is Vice-Dean of the Faculty of Business and International Relations at Vistula University in Warsaw, Poland. She is the author of numerous publications in the field of marketing, public relations, and international relations.  Barbara A. Sypniewska is Assistant Professor at the Faculty of Management and Finance, University of Finance and Management in Warsaw, Poland.  She is an expert in the field of direct marketing and human relations.

Contents 6
List of Figures 7
List of Tables 9
Introduction 12
1 The Notion of Competence 15
1.1 Competences and Qualifications 16
1.2 Types of Competences 22
1.3 Individual and Organizational Competences 24
1.4 Competences Versus Effectiveness of Activity 30
1.5 Competences at Work and in Action 33
1.6 Techniques of Competences Analysis and Research 36
1.7 Competence Profiles and Evaluation 40
References 44
2 Personal Selling in the Service Sector as One Marketing Promotional Tool 49
2.1 The Essence of Promotion, Its Functions and Goals 49
2.2 Personal Selling as a Promotional Tool 54
2.3 Personal Selling: Special Application in Services 61
2.4 Usefulness of Personal Selling in Promoting Higher Education Services 66
References 69
3 Competences in International Personal Selling 71
3.1 Specificity of International Personal Selling 71
3.2 Cross-Cultural Personal Selling 75
3.3 International Personal Selling: Necessary Competences 79
References 94
4 Personal Sellers’ Competences—Research Remarks 97
4.1 Methodology of the Research 97
4.2 Description of the Focus Group 99
4.3 Analysis of the Research Results 99
4.4 Discussion of the Results 115
Reference 119
5 The Role of Agent’s Characteristics and Competences in Personal Selling in Higher Education Sector—Research Remarks 120
5.1 Methodology of the Research 120
5.2 Description of the Focus Group 122
5.3 Analysis and Results 123
5.3.1 Comparison of Asia and Europe Results 125
5.3.2 Dependencies Within the European Respondents Group 133
5.3.3 Dependencies Within Asian Respondents Group 139
5.4 Conclusions 151
Reference 153
6 Conclusions 154
Index 169