Chapter

Making Transactions

Cheris Shun-ching Chan

in Marketing Death

Published in print March 2012 | ISBN: 9780195394078
Published online May 2012 | e-ISBN: 9780199951154 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780195394078.003.0004
Making Transactions

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Chapters 4 and 5 focus on the dynamics of market exchange. Chapter 4 addresses how sales agents prompt people to buy life insurance. It narrates and explains the strategies, the dramaturgical performances, and the sales discourses of insurance agents that lead to transactions. It describes how the Chinese insurance agents facilitated their sales by mobilizing the local practices of guanxi (interpersonal relationships) and renqing (interpersonal obligation), and by capitalizing on the norm of reciprocity, the Chinese guanxi hierarchy, and stereotypical gender roles. It further investigates how agents from transnational and domestic insurance firms adopted subtly different sales talks in broaching the need for life insurance. It ends with an analysis of how culture of different forms, together with institutions, affects the adoption and the effectiveness of various sales discourses.

Keywords: cultural schema; dramaturgical interaction; guanxi; insurance sales; interpersonal obligation; market transaction; marketing strategies; reciprocity; sales discourse/talk; selling life insurance

Chapter.  12810 words. 

Subjects: Economic Sociology

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