The results of the research indicate that there
is a statistically significant relationship between the
lifetime value prospect status and three of the four
measures of market response. The data indicate a
general trend towards a higher percentage of positive
response as the priority level increases. In fact, this
relationship is monotonic for two of the four measures
of response (i.e., “Would the company be able to meet
some of your needs?” and “Are you interested in
having one of the company’s sales representatives call
on you?”). The results for the fourth measure of
response (“Send Sales Rep?”), which requires a higher
level of time and commitment from the buyers than the
others, is especially interesting since it shows a definite
monotonic relationship. For buyers in the Top Priority
firms, there is a higher positive response than for
buyers in the Second and Third Priority prospects; and
this relationship is significant at .05. In particular, 9.0
percent of the Top Priority prospects and 7.6 percent of
the Second Priority prospects are willing to meet with a
sales representative, whereas only 4.9 percent of the
Third Priority Prospects are willing to meet with a sales
representative.
The results of the research indicate that thereis a statistically significant relationship between thelifetime value prospect status and three of the fourmeasures of market response. The data indicate ageneral trend towards a higher percentage of positiveresponse as the priority level increases. In fact, thisrelationship is monotonic for two of the four measuresof response (i.e., “Would the company be able to meetsome of your needs?” and “Are you interested inhaving one of the company’s sales representatives callon you?”). The results for the fourth measure ofresponse (“Send Sales Rep?”), which requires a higherlevel of time and commitment from the buyers than theothers, is especially interesting since it shows a definitemonotonic relationship. For buyers in the Top Priorityfirms, there is a higher positive response than forbuyers in the Second and Third Priority prospects; andthis relationship is significant at .05. In particular, 9.0percent of the Top Priority prospects and 7.6 percent ofthe Second Priority prospects are willing to meet with asales representative, whereas only 4.9 percent of theThird Priority Prospects are willing to meet with a salesrepresentative.
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