期刊名称：e-Journal of Business Education & Scholarship of Teaching
印刷版ISSN：1835-9132
出版年度：2014
卷号：8
期号：2
页码：1-15
出版社：Australian Business Education Research Association
摘要：For decades, (going back to the 1950s) the negative attitudes students hold towards salespeople and sales careers have been of concern to university educators and to employers seeking to recruit well-trained sales people. While the increasing demand for university educated salespeople continues to grow, employers are struggling to meet that demand. This study reports the impact of a professional selling course on changes in student perceptions regarding (a) the desirability of a professional selling career, (b) the usefulness of a professional selling course for developing selling skill sets in entry-level salespeople, (c) the customer orientation of salespeople, and (d) societal perceptions of salespeople. Results show that both male and female college students perceived the selling profession and salespeople more positively after taking the sales course, and that these students had positive perceptions regarding the skill set gained through such courses.
