Article de l`Encyclopædia Universalis, proposé à titre

!
!
!
!
!
"#$%&'(!)(!'*+,&-&'./0)%1!2,%3(#41'%45!/#./.46!7!$%$#(!8#1&%(9:!)1,4!
'(!&1)#(!)(!&(!;<<=5!(,!'%8,(!)%4/.,%>'(!(,!49%31,$!&(!'%(,!?!
@$$/?AABBBC9,%3(#41'%4CD#A(,&-&'./()%(AD.#&(E)(E3(,$(E8(4$%.,A!
!
!
!
!
!"#$%&'($)$("*&'%&'%$&)+$(',%&-%.+)&/%&0)(+%&).%'&,)&1%*$("*&-%&
,)&/"#+'%&/"#/&,)&0"+1%&/#(.)*$%&2&
34+(/$"54%&6789:;<9&=&6"+'%&-%&.%*$%&>?&<*'@',"5A-()&8*(.%+/),(/&B%*&,(C*%D&E&
4$$52FFGGGH#*(.%+/),(/H0+F%*'@',"5%-(%F0"+'%I-%I.%*$%IC%/$("*F&J&
!
!
!
!
!
!
!
!
!
=@#%4$./@(!F.9#,%(#!#(G(#&%(!3%3(G(,$!'*!+,&-&'./0)%1!2,%3(#41'%45!H9%!1&&.#)(!'(!)#.%$!)(!
)%DD94(#!8#1&%(94(G(,$!&($!1#$%&'(!19:!%,4&#%$4!)9!;<<=!;1,18(G(,$!)(!'1!D.#&(!)(!3(,$(C!
!!

FORCE!DE!VENTE,!gestion!
Auteur!
=@#%4$./@(!F<2IJK+I!
=@#%4$./@(!F<2IJK+I5!L!F<I=+!M+!N+JO+5!C%/$("*!P5!<*'@',"5A-()&8*(.%+/),(/!Q(,!'%8,(R5!&.,49'$6!
'(!ST!G1#4!UVSWC!2IX!?!@$$/?AABBBC9,%3(#41'%4E()9C&.GA(,&-&'./()%(AD.#&(E)(E3(,$(E8(4$%.,A!
Introduction!
XY@%4$.%#(! (,4(%8,(! H9(! '(4! /@14(4! )(! /#.4/6#%$6! 6&.,.G%H9(! &.##(4/.,)(,$! $#Z4!
D#6H9(GG(,$!7!)(4!/6#%.)(4!)Y6&@1,8(4!&.GG(#&%19:!%,$(,4(4C!=('1!4.9'%8,(!'(!#['(!&'6!)9!
&.GG(#&(!($!)(4!,68.&%1,$4!)1,4!'1!&#61$%.,!)(!#%&@(44(!)Y9,(!,1$%.,C!\.9#$1,$5!'1!D.,&$%.,!
&.GG(#&%1'(5! ($! '(4! 3(,)(9#4! H9%! '1! #(G/'%44(,$5! /]$%44(,$! )Y9,(! %G18(! 4.&%1'(! /'9$[$!
,681$%3(C!X1!3(,$(!(4$!$#./!4.93(,$!144%G%'6(!19!/.#$(!7!/.#$(5!.9!&.,4%)6#6(!&.GG(!9,(!
1&$%3%$6! $(G/.#1%#(5! ($! ,.,! &.GG(! 9,! 36#%$1>'(! G6$%(#! .^! 'Y.,! /(9$! (DD(&$9(#! 'Y(,4(G>'(!
)Y9,(!&1##%Z#(C!=Y(4$!)Y1%''(9#4!(,!/1#$%(!&(!H9%!(:/'%H9(!'1!/6,9#%(!)(!#(44.9#&(4!@9G1%,(4!
&.GG(#&%1'(4!(,#(8%4$#6(5!G_G(!(,!/6#%.)(!)(!&@[G18(!%G/.#$1,$C!
X(! G1,18(G(,$! )(! '1! D.#&(! )(! 3(,$(! &.G/.#$(! $#.%4! 8#1,)(4! /@14(4! `=@9#&@%''5! F.#)! ($!
a1'b(#5! STTVcC! X1! /#(G%Z#(! /#6&%4(! '1! 4$#1$68%(! &.GG(#&%1'(!?! /#63%4%.,! )(4! 3(,$(45!
.#81,%41$%.,! )(! 'Y1&$%.,! )(4! &.GG(#&%19:! (,! D.,&$%.,! )(4! &'%(,$4C! X1! )(9:%ZG(! 3%4(! 7!
)63('.//(#! '(4! 1&$%.,4! ,6&(441%#(4! 7! '1! #6944%$(! )(! '1! 4$#1$68%(! D.#G9'6(!?! #(&#9$(G(,$! ($!
D.#G1$%.,! )(4! &.GG(#&%19:5! )63('.//(G(,$! )(! /#.&6)9#(4! /.9#! )6D%,%#! &'1%#(G(,$! '(4!
1$$#%>9$%.,4! )(! &@1&9,5! 6'1>.#1$%.,! )(4! 4-4$ZG(4! )(! #6G9,6#1$%.,C! +,D%,5! '1! $#.%4%ZG(! ($!
)(#,%Z#(!6$1/(!(4$!)(4$%,6(!7!4Y1449#(#!H9(!'(4!.>d(&$%D4!D%:64!4.,$!#6(''(G(,$!1$$(%,$4C!e%!'1!
/'9/1#$! )(! &(4! 6$1/(4! 4Y1//'%H9(,$! 7! $.9$! /#.&(4494! )(! 8(4$%.,! )(4! #(44.9#&(4! @9G1%,(45!
&(#$1%,(4! )Y(,$#(! (''(4! 1//1#1%44(,$! /'94! 4/6&%D%H9(4! '.#4H9Y%'! 4Y18%$! )(! '1! D.#&(! )(! 3(,$(C!
=Y(4$! &(! H9(! ,.94! (441%(#.,4! )Y6&'1%#(#! )1,4! &($! 1#$%&'(! &.,41&#6! 7! 9,(! /./9'1$%.,!
(:$#_G(G(,$!@6$6#.8Z,(!($!/#64(,$1,$!)(!D.#$(4!/1#$%&9'1#%$64!`#('1$%3(!19$.,.G%(!)1,4!'(!
$#131%'5!$]&@(4!$#Z4!4.93(,$!(DD(&$96(4!(,!)(@.#4!)(!'Y(,$#(/#%4(CCCcC!
Les!vendeurs!:!une!réalité!hétérogène!
X(!3.&1>'(!)(! L!3(,)(9#!P! #(&.93#(!9,(!G9'$%$9)(! )Y1//(''1$%.,4! /.44%>'(4C! =(4!)(#,%Z#(4!
#(,)(,$!&.G/$(!)(!'1!)%3(#4%$6!)(4!1&$%3%$64!H9%!4Y-!#1//.#$(,$C!!
Des!tâches!extrêmement!variées!
XY6$9)(! 1G6#%&1%,(! )(! a%''%1G! ;.,&#%(D! `STfgc5! /1#D1%$(G(,$! $#1,4/.41>'(! 19! &.,$(:$(!
D#1,h1%45!1!G.,$#6! H9(!'(4!&.GG(#&%19:!/(93(,$!(DD(&$9(#5!)1,4!'(!&1)#(!)(! '(9#! G%44%.,5!
/'94! )(! SUV! $]&@(4C! =(''(4E&%! /(93(,$! _$#(! #(8#.9/6(4! (,! )%:! 8#1,)(4! 1&$%3%$64! ).,$!
'Y%G/.#$1,&(!($! '1!D#6H9(,&(!31#%(,$!(,!D.,&$%.,!)(4!$-/(4!)(!&.GG(#&%19:C!X1!'(&$9#(! )(!

&(4! )%DD6#(,$(4! $]&@(4! %,)%H9(! H9Y9,(! /1#$! %G/.#$1,$(! )9! $(G/4! )(4! &.GG(#&%19:! (4$!
&.,41&#6(! 7! )Y19$#(4! D.,&$%.,4! H9(! '1! 3(,$(! `$#131%'! 1)G%,%4$#1$%D! 49#! '(4! &.GG1,)(45!
#(G.,$6(! )Y%,D.#G1$%.,4! /.9#! 'Y(,$#(/#%4(5! D.#G1$%.,! ($! #(&#9$(G(,$! )(! ,.93(19:!
&.''Z89(45!)6/'1&(G(,$45!($&CcC!MY9,(!D1h.,!86,6#1'(5!'(4!&.GG(#&%19:!&.,41&#(,$!G.%,4!)(!
'1! G.%$%6! )(! '(9#! $(G/4! 19! &.,$1&$! &.GG(#&%1'! /./#(G(,$! )%$C! =(! &.,4$1$! d94$%D%(! '(!
)63('.//(G(,$!)(4!,.93(''(4!1//#.&@(4!3%41,$!7!1&&#.i$#(!'1!/#.)9&$%3%$6!($!'Y(DD%&1&%$6!)9!
&.GG(#&%1'5!,.$1GG(,$!(,!)%'1$1,$!'(!$(G/4!&.,41&#6!)%#(&$(G(,$!7!'1!3(,$(C!<,!3.%$!1%,4%!
4(!)63('.//(#5!)Y9,(!/1#$5!)(4!4$#1$68%(4!G9'$%&1,1'!/(#G($$1,$!9,(!1//#.&@(!)%DD6#(,$(!)9!
&'%(,$! ($5! )Y19$#(! /1#$5! 'Y9$%'%41$%.,! G144%3(! )(4! $(&@,.'.8%(4! )(! 'Y%,D.#G1$%.,! ($! )(! '1!
&.GG9,%&1$%.,!/.9#!G%(9:!.#81,%4(#!'(!$#131%'!)9!&.GG(#&%1'!($!D1&%'%$(#!'1!8(4$%.,!)(!41!
#('1$%.,!13(&!'1!&'%(,$Z'(C!!
=.G/$(! $(,9! )(! &(! ,.93(19! &.,$(:$(5! '1! $-/.'.8%(! /#./.46(! (,! STfg! 7! 6$6! 1&$91'%46(! (,!
UVVg!/1#!a%''%1G!;.,&#%(D5!j#(8!;1#4@1''!($!F('%&%1!X144b!/.9#!'1!3(,$(!%,$(#(,$#(/#%4(4!`K&
$"&KcC!M.9k(!8#1,)(4!1&$%3%$64!4.,$!)64.#G1%4!G%4(4!(,!63%)(,&(!?!'1!3(,$(!/#./#(G(,$!)%$(!
13(&!9,(!D.#$(!.#%(,$1$%.,!#('1$%.,,(''(5!'1!/#.G.$%.,!)(4!/#.)9%$4!&@(k!'(!)%4$#%>9$(9#45!'(4!
1&$%3%$64! )(! '.%4%#4! &#61,$! )9! '%(,! 4.&%1'! 13(&! '(4! &'%(,$45! '1! /#.4/(&$%.,5! 'Y9$%'%41$%.,! )(4!
,.93(''(4!$(&@,.'.8%(45!'(4!)6/'1&(G(,$45!'1!/1#$%&%/1$%.,!19!#(&#9$(G(,$!($!7!'1!D.#G1$%.,!
)(4! D9$9#4! &.GG(#&%19:! )(! 'Y(,$#(/#%4(5! '1! '%3#1%4.,! ($! 'Y%,4$1''1$%.,! )(4! /#.)9%$45! '1!
D.#G1$%.,!)(!4.%!($!'1!/1#$%&%/1$%.,!7!)(4!#69,%.,45!'(!$#131%'!19!>9#(19!($!(,D%,!'(!4.9$%(,!($!
'(4!1&$%3%$64!#('1$%.,,(''(4!13(&!&(#$1%,4!)%4$#%>9$(9#4C!!
De!nombreuses!appellations!traduisant!la!variété!du!métier!
"8(,$! &.GG(#&%1'5! #(/#64(,$1,$5! NCIC\C5! 1,%G1$(9#4! )(4! 3(,$(45! )6'68964! G6)%&19:5! ($&C5!
19$1,$! )Y1//(''1$%.,4! H9(! 'Y.,! /(9$! #(,&.,$#(#! (,! &.,49'$1,$! '(4! .DD#(4! )Y(G/'.%! )(! '1!
D.,&$%.,! &.GG(#&%1'(C! =($$(! )%3(#4%$6! ,(! D1%$! H9(! $#1)9%#(! 'Y@6$6#.86,6%$6! )(4! $]&@(45! )(4!
G%44%.,4!($!)(4!).G1%,(4!&.,D%64!19:!&.GG(#&%19:C!M%3(#4(4!$(,$1$%3(4!)(!&'144(G(,$!.,$!
(9! '%(9C! X1! /'9/1#$! )(4! $-/.'.8%(4! /#./.46(4! /#.&Z)(,$! )(! '1! G_G(! G6$@.)(!?! (DD(&$9(#5!
)1,4!9,!/#(G%(#!$(G/45!9,!%,3(,$1%#(!(:@194$%D!)(!'Y(,4(G>'(!)(4!$]&@(4!/.$(,$%(''(G(,$!
#61'%46(4!/1#!'(4!&.GG(#&%19:!/.9#5!)1,4!9,!4(&.,)!$(G/45!7!/1#$%#!)(!&($$(!'%4$(5!>]$%#!)(4!
8#.9/(4! )(! &.GG(#&%19:C! =($! (DD.#$! )(! &'144(G(,$5! /(#G($! (,49%$(! )(! /#./.4(#! 9,!
G1,18(G(,$! `#(&#9$(G(,$5! &.,$#['(5! #6G9,6#1$%.,CCCc! 1)1/$6! 7! &@1H9(! 8#.9/(! )(!
&.GG(#&%19:C!!
=Y(4$! )1,4! &($$(! ./$%H9(! H9(! I.>(#$! M64.#G(19:! `STflc! 1! /#./.465! )1,4! 9,! &1)#(! ,.#)!
1G6#%&1%,!9,(!$-/.'.8%(!$#Z4!4%G/'(!)1,4!41!&.,&(/$%.,!(,!/#(,1,$!/.9#!>14(!)%:!H9(4$%.,4!
49#! 'Y1&$%3%$6! )(4! &.GG(#&%19:!?! '(! &.GG(#&%1'! 3(,)E%'!m! e(! )6/'1&(E$E%'!m! M%4$#%>9(E$E%'!
/@-4%H9(G(,$!'(4!/#.)9%$4!m!=.,41&#(E$E%'!'Y(44(,$%('!)(!4.,!$(G/4!7!#(&#9$(#!)(!,.93(19:!
&'%(,$4!m! eY.&&9/(E$E%'! )(! /#.)9%$4! /(#h94! &.GG(! $(&@,%H9(G(,$! &.G/'(:(4!m! +4$E%'! (,!
&@1#8(! )Y(,$#(/#%4(4! .9! )(! &.,4.GG1$(9#4! D%,1'4!m! "E$E%'! 9,(! #('1$%.,! #689'%Z#(! 13(&! 4(4!
&'%(,$4!m! "''.9(E$E%'! >(19&.9/! )(! $(G/4! 7! 'Y1,1'-4(! ($! 7! '1! &.,&(/$%.,! 49#! G(49#(!m! M.%$E%'!
D1%#(! D1&(! 7! 9,! /#.&(4494! )(! 3(,$(! '.,8!m! I.>(#$! M64.#G(19:! G($! 1'.#4! (,! 63%)(,&(! 9,(!
)%k1%,(!)(!/#.D%'4!&.GG(#&%19:5!/(#G($$1,$!1%,4%!)(!#(G($$#(!(,!&194(!)%DD6#(,$4!&'%&@64!49#!
'1!3(,$(C!\1#!(:(G/'(5!$.94!'(4!&.GG(#&%19:!,(!4(!)6/'1&(,$!/14!?!&(#$1%,4!4.,$!46)(,$1%#(45!

$('4!'(4!3(,)(9#4!(,!G1814%,!.9!'(4!$6'63(,)(9#4C!=(#$1%,4!)Y(,$#(!(9:!,Y(DD(&$9(,$!19&9,!
1&$(! )(! 3(,$(! )%#(&$5! &.GG(! '(4! &.GG(#&%19:! H9%! $#131%''(,$! 13(&5! /1#! (:(G/'(5! )(4!
/#(4&#%/$(9#4E)6'68964!G6)%&19:C!=(#$1%,4!,(!/(93(,$!H9(!)%DD%&%'(G(,$!4Y(,818(#!)1,4!9,(!
#('1$%.,!)(!D%)6'%41$%.,!13(&!'1!&'%(,$Z'(5!/1#!(:(G/'(!'(4!,68.&%1$(9#4!)1,4!'(!).G1%,(!)(!
'Y%GG.>%'%(#C!
+,!&.,4%)6#1,$!'1!'%4$(!1&$91'%46(!)(4!$]&@(4!(DD(&$96(4!/1#!'(4!3(,)(9#45!a%''%1G!;.,&#%(D5!
j#(8! ;1#4@1''! ($! F('%&%1! X144b! `UVVgc! /#./.4(,$! 9,(! ,.93(''(! $-/.'.8%(! (,! G($$1,$! (,!
63%)(,&(!4%:!&1$68.#%(4!&.G/#(,1,$5!,.$1GG(,$5!)(4!3(,)(9#4!&.,4(%'5!)(4!)63('.//(9#4!)(!
,.93(''(!1&$%3%$6!.95!)1,4!'1!3(,$(!%,)94$#%(''(!($!'1!8#1,)(!)%4$#%>9$%.,5!)(4!#(4/.,41>'(4!)(!
&.G/$(E&'64C!=(4!)(#,%(#45!(,!&@1#8(!)Y9,!/($%$!,.G>#(!)(!8#.4!&'%(,$45!8Z#(,$!'Y(,4(G>'(!
)(4! #('1$%.,4! (,$#(! '(9#! (,$#(/#%4(! ($! &(9:E&%C! "9! 4(%,! )Y9,(! G_G(! (,$#(/#%4(! /(93(,$!
&.@1>%$(#! )%DD6#(,$(4! &1$68.#%(4! )(! &.GG(#&%19:5! /.9#! _$#(! (,! 1)6H91$%.,! 13(&! '(4!
)%DD6#(,$4!$-/(4!)(!&'%(,$4!)(!'Y(,$#(/#%4(5!($A.9!13(&!'(4!4$#9&$9#(4!)Y1&@1$!)(4!&'%(,$4C!\1#!
(:(G/'(5!9,(!(,$#(/#%4(!).,$!'(4!/#.)9%$4!4.,$!/#64(,$4!(,!8#1,)(4!($!G.-(,,(4!49#D1&(4!
19#1! )(9:! $-/(4! )(! &.GG(#&%19:C! "9! ,%3(19! ,1$%.,1'5! '(4! #(4/.,41>'(4! )Y9,! &.G/$(! &'6!
&.,)9%#.,$! '(4! ,68.&%1$%.,4! 13(&! '(4! &(,$#1'(4! )Y1&@1$! ,1$%.,1'(4! )(4! )%4$#%>9$(9#4C! "9!
,%3(19! '.&1'5! )(4! &@(D4! )(! 4(&$(9#4! 86#(#.,$! '(4! #('1$%.,4! &.GG(#&%1'(4! 13(&! '(4! &@(D4! )(!
#1-.,! )(4! G_G(4! )%4$#%>9$(9#4C! M(! /'945! )1,4! &(#$1%,4! &145! )(4! 1)+'4)*-(/%#+/!4(#.,$!
,.$1GG(,$!&@1#864!)9!49%3%!)(4!/#.)9%$4!)(!'(9#!(,$#(/#%4(!)1,4!'(4!#1-.,4C!
+,!$.$1'(!#9/$9#(!13(&!'(4!1//#.&@(4!/#6&6)(,$(45!I(,6!M1#G.,!`STTn5!STTfc!(4$%G(!H9(!'1!
)%3(#4%$6! )(4! 4%$91$%.,4! &.GG(#&%1'(4! 4(! $#1)9%$! /1#! 9,(! 31#%6$6! )(4! /#.&(4494! G(,$19:!
`&.''(&$(5!6&@1,8(!($!$#1%$(G(,$!)Y%,D.#G1$%.,4c!)63('.//64!19!&.9#4!)(!'1!#('1$%.,!13(&!'(!
&'%(,$! .9! '(! /#.4/(&$C! O#.%4! D1&$(9#4! 4.,$! 1'.#4! /#%4! (,! &.G/$(C! X(! /#(G%(#! &.,&(#,(!
'Y%G/.#$1,&(!)9!$(G/4C!=(#$1%,(4!1&$%3%$64!&.GG(#&%1'(4!/(93(,$!(:%8(#!(,!'1!G1$%Z#(!9,(!
1//#.&@(! $#Z4! 4$1,)1#)%46(!?! )9#6(! ./$%G1'(! )Y9,! &.,$1&$! &'%(,$5! D#6H9(,&(! )(! 3%4%$(4!
/#66$1>'%(45!.#81,%41$%.,!/#6&%4(!)(4!$.9#,6(4C!MY19$#(45!7!'Y%,3(#4(5!4.,$!/'94!.#%(,$6(4!3(#4!
9,(! 1//#.&@(! #('1$%.,,(''(! ($! ).,&! 1)1/$6(! 7! &@1H9(! &'%(,$C! X(! )(9:%ZG(! D1&$(9#! 4(!
#1//.#$(!19!3.'9G(!)Y%,D.#G1$%.,45!%G/.#$1,$!.9!D1%>'(5!#(H9%4!/.9#!(:(#&(#!&($$(!1&$%3%$6!?!
&.,,1%441,&(!)(!'1!)(G1,)(5!)(4!/#.)9%$45!)(!'1!&.,&9##(,&(5!#(G.,$6(!)Y%,D.#G1$%.,4!3(#4!
4.,!(,$#(/#%4(5!($&C!+,D%,5!'(!$#.%4%ZG(!3.'($!&.,4%)6#(!'1!&.G/'(:%$6!)9!$#1%$(G(,$!`%,$(,4%D!
.9!D1%>'(c!,6&(441%#(!/.9#!%,$(#/#6$(#!($!9$%'%4(#!&(4!%,D.#G1$%.,4!)(!D1h.,!/(#$%,(,$(!'.#4!
)(!'Y(,$#($%(,!)(!3(,$(C!!
X1!/#%4(!(,!&.G/$(!)(!&(4!$#.%4!D1&$(9#4!1>.9$%$!7!9,(!&'144%D%&1$%.,!(,!@9%$!$-/(4!)Y1&$%3%$64!
&.GG(#&%1'(4C!;_G(!&%!&(#$1%,(4!1DD(&$1$%.,4!/(93(,$!_$#(!,91,&6(4!o!'1!8(4$%.,!)9!$(G/4!
)(G(9#(! /1#! (:(G/'(! /#%G.#)%1'(! /.9#! '(4! $6'63(,)(9#4!o! &($$(! $-/.'.8%(! 63%$(! '1!
/#64(,$1$%.,! )Y9,(! '%4$(! D14$%)%(94(! )(! $]&@(4! ($! 6&'1%#(! '1! )%3(#4%$6! )(4! 4%$91$%.,4!
&.GG(#&%1'(4!/1#!'(!$-/(!)(!#('1$%.,!)63('.//6(!13(&!'(!&'%(,$C!
Classification!des!fonctions!de!vendeurs!
='144%D%&1$%.,!)(4!D.,&$%.,4!)(!3(,)(9#4!4('.,!$#.%4!D1&$(9#4?!$(G/45!G144(!)(4!%,D.#G1$%.,4!
7!$#1%$(#!($!&.G/'(:%$6!)(!'(9#!$#1%$(G(,$C!e.9#&(?!I(,6!M1#G.,5!STTnC!

!
!
Traitement!intensif!des!informations!
Faible!traitement!des!informations!
!
Masse!importante!
d’informations!
Faible!masse!
d’informations!
Masse!importante!
d’informations!
Faible!masse!
d’informations!
Gestion!!
du!temps!
importante!
E!N(,)(9#4!
%,)94$#%('4!`8#1,)4!
$(##%$.%#(4c!
E!N(,)(9#4!/.#$(!7!
/.#$(!
`(,&-&'./6)%(45!
1449#1,&(E3%(!($&Cc!
E!I(/#64(,$1,$4!
G6)%&19:!
E!\#(,(9#4!)Y.#)#(4!
49#!'(!$(##1%,!
E!N(,)(9#4!
'%3#(9#4!
E!;(#&@1,)%4(9#4!
Gestion!du!!
temps!peu!
importante!
E!pH9%/(!)(!3(,$(!
19:!&.G/$(4!
,1$%.,19:!
E!N(,)(9#4!)(!
/#.)9%$4!)(!@19$(!
$(&@,.'.8%(!
`,.G>#(!)(!&.G/$(!
/(9!6'(36c!
E!N(,)(9#4!
&.,4(%'4!%,$(#,(4!
`G.>%'%(#5!
1//1#(%'4!6'(&$#.E
G6,18(#c!
E!N(,)(9#4!
$6'6G1#b($%,8!
E!\#(,(9#4!
)Y.#)#(4!%,$(#,(4!
`(G/'.-64!)(!
3(,$(cC!
!
e.9#&(!?!I(,6!M1#G.,!`STTnc!
O1>'(19!=#6)%$4!?!+,&-&'./0)%1!2,%3(#41'%4!F#1,&(!
"9! D%,1'5! 9,! 3(,)(9#! (4$! 9,(! /(#4.,,(! &@1#86(! )Y6$1>'%#! ($! )Y(,$#($(,%#! 'Y(,4(G>'(! )(4!
&.,$1&$4! &.GG(#&%19:! )%#(&$4! `#('1$%.,! 13(&! '(4! &'%(,$4! .9! /#.4/(&$4c! .9! %,)%#(&$4!
`)6G1#&@(4!#61'%46(4!19/#Z4!)(!/#(4&#%/$(9#4!/1#!(:(G/'(cC!X1!D.#&(!)(!3(,$(!`.9!'Y6H9%/(!
)(! 3(,$(c! #(8#.9/(! '(4! 3(,)(9#45! '(4! /(#4.,,(4! &@1#86(4! )9! 4.9$%(,! 7! '1! 3(,$(! 1%,4%! H9(!
&(''(4!#('(31,$!)(!'Y(,&1)#(G(,$!($!)(!'1!)%#(&$%.,!&.GG(#&%1'(C!
Un! modèle! de! comportement! des! commerciaux!:!
l'approche! d'Orville! Walker,! Gilbert! Churchill! et! Neil!
Ford!(1977)!
X1!#(&@(#&@(!)(!'1!/(#D.#G1,&(!4.94E$(,)!86,6#1'(G(,$!'1!G%4(!(,!q93#(!)(4!)%4/.4%$%D4!)(!
8(4$%.,! ($! )(! G1,18(G(,$! )(4! &.GG(#&%19:C! =(/(,)1,$5! '1! &.G/#6@(,4%.,! )(4!
&.G/.#$(G(,$4! @9G1%,4! (4$! 9,! /#61'1>'(! %,)%4/(,41>'(! 7! '1! 46'(&$%.,! )(4! .9$%'4! H9%!
.#%(,$(#.,$!'(!/'94!(DD%&1&(G(,$!/.44%>'(!'Y1&$%.,!)(4!3(,)(9#4C!
+,!STll5!<#3%''(!a1'b(#5!j%'>(#$!=@9#&@%''!($!J(%'!F.#)!.,$!/#./.46!9,!G.)Z'(5!'68Z#(G(,$!
G.)%D%6!(,!STTV5!)(4$%,6!7!/#6&%4(#!'(4!)6$(#G%,1,$4!`.9!1,$6&6)(,$4c!($!'(4!&.,46H9(,&(4!
)(! '1! /(#D.#G1,&(! )(4! &.GG(#&%19:C! K'4! .,$! (,49%$(! G(,6! 9,(! $(,$1$%3(! )(! 31'%)1$%.,! )(!
'(9#!1//#.&@(5!(,!(DD(&$91,$!'1!4-,$@Z4(!`G6$1E1,1'-4(c!)Y9,(!&(,$1%,(!)(!$#1319:!`j%'>(#$!
=@9#&@%''5!J(%'!F.#)5!e$(3(,!r1#$'(-!($!<#3%''(!a1'b(#5!STfWcC!=($$(!4-,$@Z4(! /#64(,$(!)(4!
#649'$1$4!)6&(31,$4!(,!/1#$%(!/1#&(!H9(!'(4!31#%1>'(4!)9!G.)Z'(!,(!/(#G($$(,$!)Y(:/'%H9(#!
H9Y9,(!/1#$!'%G%$6(!)(!'1!/(#D.#G1,&(!)(4!%,)%3%)94C!=($$(!1//#.&@(!&.,4$%$9(!,61,G.%,4!
9,!/#6&%(9:!&1)#(!)(!#6D6#(,&(!/.9#!'1!#6D'(:%.,!($!'1!/#%4(!)(!)6&%4%.,4!G1,186#%1'(4C!