A Market Response Model for Sales Management Decision Making

AbstractSales managers are faced with a variety of decisions that require the evaluation of the probable response of the market to feasible decision alternatives. A conceptual model of market response is presented to offer management a framework for understanding the market response relationships in their selling situation and to provide an operational approach for evaluating the potential effect of decision alternatives. An empirical test illustrates the usefulness of the model and suggests several improvements in market response modeling. Future research directions are identified and important management implications are discussed.