Marketing Personnel Evaluation Mode Selection Research

The performance appraisal is one of the essential conditions to improve and organize the compatibility of the human resources of one entity, so the performance appraisal of salesperson becomes essential. There are many companies which do not know how to balance the performance appraisal on the final result and the process, which reduces the effectiveness of the evaluation process and even causes the crisis in the management system for the company. Additionally, there is lack of literature on the performance appraisal of salesperson in the different management environment within the framework of contingency theory.The different marketing target leads to the different job of salesperson. The performance appraisal is actually evaluating the jobs that salesperson has taken up. In the different business environment, the marketing objective can be quite different, which leads to the different appraisal model of salesperson. Among those aspects that influence the marketing object for the whole entity, product life circle (PLC) and the marketing position for the company are regarded as two main issues. The marketing objective according to integrated analysis is based on PLC and the marketing position. There are four performance appraisal models, result driven model, result oriented combine model, behavior oriented combine model and behavior driven model. These four models are derived from the ratio of result index to behavior index in evaluation process and the difference of importance of two main appraisal bodies(top management group and the customer). The job content of sales group is analyzed from two aspects according to different market objects, thereby the effective performance appraisal model can be applied to evaluate the salesperson.