Marketing and Management - Assignment Example

?Marketing and Management Table of Contents Introduction 3 Advise on Internal Marketing for Rosemary and Her Staff Members 3 Development in Internal Marketing 3 Minimizing Conflicts between Rosemary and Staff Members 6 2 Skills, Demonstration and Accessing & Comparison 9 Skills to be an Effective Marketing Manager 9 Strong Interpersonal and Communication Skills 10 Demonstration of Management Skill 12 Assessing and Comparing 13 Conclusion 15 References 16 Bibliography 20 Introduction The study is about the management of the marketing of an organization that is based in the UK market. The study focuses upon the marketing skills of the owner and the management of the organization in showing potential towards managing their customers with different marketing tools. The skills of an effective marketing manager are illustrated and the importance of marketing manager in the organization in resolving the conflicts between the owner and the employees is discussed. 1 Advise on Internal Marketing for Rosemary and Her Staff Members Development in Internal Marketing In simple words, marketing can be referred as identifying and meeting human as well as social needs. Appropriate and excellent marketing are the ingredients of success for business in modern times (Kotler, 1972). The importance of marketing needs should be well communicated to Rosemary and her staffs. The behaviour of Rosemary and her staff members can be changed with the strategy of social marketing. This strategy combines excellent factors from traditional approach towards the social changes within an integral plan and framework for action and also utilizes and advances towards the technology and marketing skills (Pichop & Mndiga, 2007). Social marketing is applied to influence people towards their behaviour in improving their health, protecting environment and contributing to the society (Kotler & Et. Al., 2002). This strategy of social marketing will assist in development in the management of staff members. Rosemary King should apply this strategy as the organization is dealing in the health care sector. There is evidence of the application of this strategy in this sector and it has achieved success as well. The social marketing strategy follows systematic procedure that allows enhancing efficiency of the marketing activities. In the first phase of the strategy, the social marketing environment is determined. In this process, the program that needs to be focused is determined, the objective is identified, and an analysis of strength, weakness, opportunity and threat (SWOT) along with reviews are done. In the second stage, target audience are identified and selected with set of goals and objectives and then the competitive forces and target audiences are analyzed. After this, market’s four Ps (Product, Price, Place and Promotion) are analyzed to suit the best marketing strategy. After completion of these stages, development of plan for monitoring and evaluation is designed, budgets and sources of finance are identified and finally implementation is made (Kotler & Et. Al., 2002). Customers have been an important factor and their needs and wants ought to be identified appropriately in order to provide their requirements. Marketing has been centrally customer focused and Rosemary also needs to follow the same strategy and see that the staffs also try to identify the exact requirements of customers and provide them the desired requirements (Rust & Et. Al., 2004). There are conflicts in situations where owner-manager deals directly with customers. In this situation, solving the problem is a long process and it requires more time. In this case, Rosemary being the owner manages marketing activities and takes every marketing decision. The organization has now grown bigger and she needs to hire executives to manage the market efficiently. This will reduce the conflicts among staffs, owner and customers (Armstrong, 2010). Marketing manager will motivate the management and staffs. Appointment of marketing manager by Rosemary will allow the manager to plan and implement marketing strategies that will generate benefit for the organization with the help of their skill, knowledge and experiences (Arnold, 2008). Marketing director should draw stakeholders map as they share certain relationship with the organization. It will become easy for the manager of marketing to decide the strategies for customers and staffs (Michaluk, 2008). Any kind of marketing strategic paradigm should be well defined and implemented in order to bridge the gap of marketing in the organization. This is only possible through planning and implementing the activities of the business based upon the desires and needs of customers in the selected target market (Skalen, 2009). The best example of application of the marketing strategy is customer-focused strategies and in gaining the profits in Chinese and other Asian markets. Their strategy is based upon the customers and delivers the exact wants of them and this assists in developing the profit margins of companies (Harvard Business School, 2011). The examples of strategies of other organizations that were towards the customer-focused strategies are to be used as a model for the development of the strategies for the staffs to efficiently be implemented to achieve the objectives of the organization. This will not only increase the external marketing efficiency but will also assist in developing the skills of internal market in order to move towards the desired objective of the organization. In this type of organization, the marketing manager needs to capitalize on the authenticity of employees’ performance. The manager needs to facilitate the process that are involved in the field of marketing and plan out the service providing facility to customer marketing (Berry & Parasuraman, 1991). Minimizing Conflicts between Rosemary and Staff Members There are five models that can be implemented in the conflict between Rosemary and the rest of the employees. These models are based upon cooperation and assertiveness. The five models are competing, avoiding, accommodating, compromising and collaborating. Based upon cooperation and assertiveness variables, they are represented below in a graphical form according to their strengths in figure 1. Figure 1: Five Models (Foundation Coalition, 2010). Due to the constraint of time and effective outcome at the initial situation, compromising model for conflict solving might be implemented. Rosemary is strongly willing to solve the problem and has the power in her hands. Due to this reason, compromising model is best suited at initializing phase. When the situation will be favourable and there will be minimum conflicts between Rosemary and staff members, the other model can be implemented depending upon the situation. Once this situation is achieved then collaborative model can be used as it is highly based upon corporation and assertiveness. This process will assist the marketing manager to develop the best alternative to the problem of conflict. This model takes lot of time but the expected outcome is positive. With the implementation of compromising model the conflicts will be minimised, the collaborative model can be applied, which will definitely help the marketing manager to achieve success in the outcome of managing conflicts. Conflicts can be managed through the separation of employees and problem. In every conflict between the employees and the owners, there is presence of both substance, content of the conflict and human relationship. As a result, the problem and the people at times get entangled in discussions which lead to treat problem and people as one. The technique that will help to separate the problem and the people is through the application of thinking in terms of perception, communication and emotions. This will assist in resolving the conflicts between Rosemary and member staffs. The change in level of perception will develop a positive thinking in the minds of the employees and that will stimulate positivity rather than conflict. The communication if diverted in a proper path will assist in developing the route, which will enhance the skills of the employee and Rosemary as well. This process will enhance the problem solving mechanism through effective communication application. The conflict lies in the minds of the people and their perceptions. It involves how knowledge and understanding of individual perceptions and how one perceives the conflicts and unlocks the approach towards a probable potential solution. To lower the conflict, emotions need to be kept in check. To understand the conflict it is important to listen and recognize other person’s concerns (Rebori, 2011). To solve the conflict, an effective atmosphere is required. While developing an effective atmosphere personal perception, timing and location needs to be considered. The perceptions should be cleared. Depending upon the perceptions, periodically, the conflict can be managed. Values should be clarified that are involved in the conflict. Focus should be provided upon the individual and shared needs. This will assist in developing an understanding of the conflict that will make the process easy to solve the conflicts. Developing shared positive power will make the conflict solving process easy. The power consists of employee’s ideas, outlooks, actions and convictions. With the development of positive power it will assist in enabling employees to be efficient. The process needs to involve the future oriented plan considering the past conflicts. This will develop an understanding of the past mistakes which won’t be repeated in current situation and it will be more focused in achieving the future results. An action plan needs to be developed that will consider all these factors and implement them to solve the conflict and develop mutual understanding that will boost the efficiency level of the organization. After the implementation, the process and the consequences should be evaluated to find out the end results of the conflict management. Mutual agreements should be focused instead of just developing agreements. The focus should be on recognizing shared objectives and needs (Weeks, 2010). 2 Skills, Demonstration and Accessing & Comparison Skills to be an Effective Marketing Manager There are various skills that are required by a marketing manager to efficiently and effectively perform in the competitive environment of the national and international market. They need to constantly upgrade their knowledge and enhance their skills over time due to changing business environments and needs and wants of customers and business. There are certain basic skills that a marketing manager should possess to deliver effective service. Strong Interpersonal and Communication Skills The marketing manager should possess strong interpersonal and communication skills. This kind of skill is required in everyday operations. The marketing manager needs to communicate with the marketing as well as other teams and most importantly customers. For this reason, the skill of interpersonal and communication plays an important role in enhancing the efficiency of the operations. For developing the interpersonal skill, three constitutes should be considered that is represented in figure 2 below. Figure 2: Interpersonal Skills (University of Sydney, 2011). The marketing manager should possess leadership quality. This quality of marketing manager will enhance the level of decision making and mentoring that will motivate them to increase their efficiency and the delegation of appropriate responsibility with accountability will ensure achievement of the objectives of the firm (CCI, 2010). The marketing manager should have networking knowledge. This increases the level of confidence of the manager with other staff members and also increases the efficiency of the performance. Manager should know how to develop network that will increase the level of sales and profit margin will thus flow in with the network set up by the marketing manager. This will increase the performance level through effective management of the network. The marketing manager should be able to manage the team efficiently for effective productivity. Team management leads to achievement of the objectives. Every team member needs to be committed towards the achievement of the objectives. Furthermore, this is appropriately done through the efficient skill of the marketing manger in managing the team towards the goal of the firm. This will enhance the level of group work, motivate them, assist in developing decision with mutual consent and responsibility will be properly delegated with accountability that will ensure the success of the business operations with the manager’s skill within the team management (Shi, 2007). The marketing manager should be able to adjust within the working environment and interact with others cordially. These skills are important as it makes the job process easy and the tasks are carried out with much more efficiency that results in better outcomes. The marketing manager should possess strategic thinking skills that will enable the manager to develop strategic plan for future. While developing the strategic plan, it consumes a lot of time. However, the marketing manager needs to be efficient enough to develop strategic decisions within short period of time that will enhance the efficiency of decision making and thereby the output will be better. Demonstration of Management Skill For the efficient delivery of management skills that the marketing manager posses, it can be illustrated through the problem solving qualities. There are different kinds of problems that occur in the business that need to deal with innovative idea in showing managerial skills for solving the problem. Decision making becomes imperative in this problem solving. True skill is understood when the alternatives are developed for the problems and then deciding the best one out of the alternatives. This is where the actual management skill is judged depending upon the situation that the firm faces. The matters of delegation of responsibility and accountability for the jobs and tasks to be done are the variables that demonstrate the manager’s ability and skills in making the work done efficiently and effectively by the staff members towards the achievement of the objectives of the firm. In this case of Rosemary and the staff members, the demonstration of the marketing manager can be judged through the conflict resolving techniques used to derive positive outcomes. The building of team and networking will show actual skills of the manager in managing the entire team towards the objective of the firm and the customers. Assessing and Comparing The levels of skills that are required for marketing manager discussed above are not sufficient. There are differences in accessing own skills and evaluating them with the marketing manager’s skills. The level of skills that is required for marketing manager along with competent manager skills are lacking in me. With the development of skills of a competent manger, I will be able to greatly influence the staff members, customers and others. There is lack of personal brand of myself. Personal brand of an individual is an influential tool that one possesses at his or her disposal. This assist us to use our maximum potential image to impact the business. Often the factor of personal brand is overlooked. However, this is an important factor that every marketing manager with lot of experience possesses. The personal branding has not been developed much due to being unexposed to experience. With the years of experience and knowledge and skill development the personal branding will also be valued and enhanced automatically. The performance can be high with ability and motivation. I have the ability to motivate others to perform certain goals. The motivation factor is common that creates the ability in me to motivate others to efficiently perform certain tasks with the business towards the achievement of objectives. Rosemary and staff members can perform better if the skills of an efficiently marketing manager are adopted with proper planning. The situation of the business is changing and there is requirement of professionals to take care of the business. As the business grows and expands, there are requirement of professional people to manage the organization in an efficient and organized manner that increases the efficiency and effectiveness of the business operations to achieve the desired objectives. Conclusion From the overall study it has been concluded that there is greater requirement of a marketing manager in the organization to manage the marketing aspect of the organization in an efficient manner for achieving the objectives. Through the implementation of five models of conflict management the conflict between Rosemary and her staff members can be solved by the efficient marketing manager. For the internal marketing the social marketing is best applicable in this organization. There are different skills of marketing managers that are required to increase the efficiency of an organization and that also assists in achieving the desired outcomes. References Armstrong, J. S., 2010. 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