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Abstract


AN ANALYSIS OF PERSONAL SALES PERSONNEL'S METAPHORIC PERCEPTIONS RELATED TO PROFESSIONS

Businesses must implement effective marketing management in order to achieve maximum profitability and continuity. Effective marketing management is also achieved through the efficient execution of product, price, distribution and promotion components. It is the promotion component that introduces the goods and services of the enterprise to the target audience. The most effective and expensive method of promotion is personal sales. In this research, perceptions of personal sales personnel about their professions were examined through metaphors. The phenomenology design, one of the qualitative research designs, was used. 30 personal sales personnel were interviewed face to face. The metaphors they developed for the concept of personal sales were examined by content analysis method. As a result of the research, it was seen that they developed 16 metaphors under 6 categories related to the concept of personal sales. It is explained through metaphors that personal sales personnel are open to communication, guiding, knowledgeable, using time well and acting according to needs. In this study, the importance of personal sales personnel in marketing has been tried to be revealed through metaphors.



Keywords
Marketing, Personal Sales, Metaphor, Content Analysis, Phenomenology Design.



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