A Study on the Relationship between Self-Efficacy and Marketing Strategies of the Pharmaceutical Sales Representatives in South of Taiwan

• Main Authors: Fan, Chiyu, 范綺宇
• Other Authors: 楊國德
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/67509741958162580371

碩士 === 國立高雄師範大學 === 成人教育研究所 === 102 === The purpose of this study is to probe the link between self productiveness and marketing strategy for the sales representatives in Taiwan. With the view to achieving the goal, the method of questionnaire was utilized for the study. Targeting at the sales representatives in southern region of Taiwan as the subject, the test was conducted by using the self-designed questionnaire, 350 copies were distributed and 328 were collected, among them only 313 copies were valid, the effective rate is 95%. Through descriptive statistics, independent t-test, ANOVA analysis, Pearson correlation and stepwise multiple regression analysis, the outcomes of the study are as followed: 1.“Work confidence” is the one which the pharmaceutical sales representatives care the most in terms of self productiveness. 2.“Competitive environment” is what the pharmaceutical sales representatives’ mind most in the category of marketing strategy. 3.Males, senior, pharmacy major and high seniority with abundant working experience tend to obtain higher score in self productiveness. 4.Males, mid-aged, junior college education, pharmacy major with high seniority in pharmaceutical industry are more sensitive to marketing strategy. 5.The higher the cognitive in self productiveness, the more sensitive towards marketing strategy. 6.“Competence cognition” is the one which possesses the strongest potential in prediction in the test of the effectiveness between self productiveness and marketing strategy for the pharmaceutical sales representatives in southern Taiwan. According to the conclusion above, the study’s propositions are as followed: I.Proffers for the pharmaceutical sales representatives 1.Established the correct perception and be willing to take challenges. 2.Pursuing life-long learning and elevating professional skills in oneself. 3.Be active towards discussions in marketing strategy and improve ability in marketing. II.Advise for the management level in pharmaceutical industry in southern Taiwan 1.Self productiveness and marketing ability should be taken into consideration during the process of recruiting. 2.Job training should be reinforced in order to heave the self productiveness of the sales representatives. 3.Incentives and rewards should be encouraged so as to enhance the sales representatives’ ability in marketing. 4.Employees training should be diversified with an eye to cultivating and retaining talents.