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The job category titled “personal selling” really encompasses a wide variety of positions and responsibilities. Many marketing students as well as others in the general public may not appreciate these variations, however, since their image of selling is conditioned by the stereotype portrayed in movies, television shows, and cartoons (Thompson 1972, Swan and Adkins 1980-81). This image, however misunderstood, presents a very narrow view of selling, thwarts the appeal of a selling job as the start of a professional career path in marketing.In fact, existent selling jobs encompass a wide range of duties, behaviors, and challenges. Various taxonomies of sales positions have been proposed to reflect the diversity in this job (McMurray 1961, Monerief 1966, Newtou 1973), while other studies have focused on job characteristics which differ among types of sales jobs (Moore, Eckrich, and Corlson 1986; Wotruba and Simpson 1990) These contributions are static in nature, however, and do not reflect how the selling process is changing or how the focus of selling behavior has evolved to outgrow those old stereotypes. Investigations of changes in behavior as individual salespeople progress through their careers represent a more dynamic analysis (Jolson 1974; Cren 1984) but consider changes in the job’s incumbent only and not changes in the selling job itself.Powers et al.(1987) described the historical origins and early practices of selling prior to 1900, and Power, Kcehler, Martin(1988) continued this overview from 1900 to 1949.These perspectives showed distinct differences in the practice of selling in different time periods, particularly when they corresponded with changes in economic conditions and associated competitive and market variations. Dawson (1970) offered a view of how sales management evolved from the production era to a sales era, a marketing era, and will finally evolve to a human era, noting some changes associated with the typical salesperson at each stage as well. Fullerton (1988) disputed this categorization of eras, however, showing how marketing was an integral part of business success for numerous firms and industries during early periods termed the “production” era. Wotruba (1980) and Jolson (1980) discussed changes in the selling environment and how industrial selling was responding in terms of becoming more professional and managerial in nature. Sohurr (1987) suggested that approaches to effective selling arc evolving from closed and indirect techniques to consultative selling and finally to relational contracting. Cespedes, Doyle, and Freedman (1989) noted and illustrated some major shifts in selling toward the use of selling teams. 输入内容已经达到长度限制还能输入 9999 字插入图片删除图片插入地图删除地图插入视频视频地图