BMKT 3335 Reading Reaction Chapter 8Chapter 8 begins by discussing the motivating of a sales force, where motivation is described as the desire to expand effort to fulfill a need. The chapter talks about the dimensions of sales motivations where the choice of actions includes intensity, persistence, and outcome. With regards to motivation and strategic planning, sales reps must be externally motivated to perform actions that support the strategic objectives of the firm. It talks about how management must develop a motivational mix that appeals to a whole group but also has the flexibility to appeal to the varying individual needs. The chapter talks about how three conditions must exist, when the motivational process begins which includes that the reps must feel that the rewards are desirable, they must believe that
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