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Full-Text Articles in Business
Using Incentive To Motivate Students During A Professional Selling Class Project, Ramon A. Avila, Scott. A. Inks
Using Incentive To Motivate Students During A Professional Selling Class Project, Ramon A. Avila, Scott. A. Inks
Atlantic Marketing Association Proceedings
Experiential learning methods are an important part of a robust sales curriculum. Sales call role-play, an experiential learning tool, is common in introductory and advanced sales call courses. While role-plays have several advantages, they are by definition, not “real-world.” Addressing this issue, some sales courses include sales projects/exercises in which students sell real products to real customers. This paper discusses how sales incentives were incorporated into a real-world sales exercise and the impact of those incentives on sales volume.
Teaching Customer Orientation To Millennials By Utilizing Electronic Communication Between Students And Firms, Thomas M. Hickman, Michael M. Pearson
Teaching Customer Orientation To Millennials By Utilizing Electronic Communication Between Students And Firms, Thomas M. Hickman, Michael M. Pearson
Atlantic Marketing Journal
This article describes an experiential method for teaching customer orientation by directing students to use their own experience with a business to write either an e-mail letter of praise or complaint to that business. Students complete a survey that asks them to rate businesses on customer orientation measures at the time they send the e-mail and, again, at the end of the semester after having had time to receive a response. Results of the surveys are analyzed and recommendations are given for conducting an interactive discussion that allows students to see the variability of the firms’ commitment to customer orientation.