This essay attempts to analyse the relevance of Katz human skill in the manager’s work and discuss the growing importance of customer and social media which have impacted manager’s work. “A manager is someone who coordinates and oversees the work of other people so organisation goals can be accomplished.” (Coulter&Robbins, 2014, p 31) The manager that I had interviewed is Ms T. Ms T is a marketing manager who is the middle manager of Company A. Middle managers are managers between the lowest level and top levels of the company who supervise the duties of the first-line manager. (Coulter & Robbins,2014). She is required to plan marketing activities and policy in response to customer trending and meet the organisations goals. Company A is an …show more content…
Katz proposed that there are three critical skills in managing which is technical skill, human skill and conceptual skill. Katz suggested that human skill is the capability to collaborate well with other people individually or in a group (Katz,1955, as cited in Peterson& Fleet,2004).In the rapid changing world today, mangers are not just required to equip themselves with business knowledge, but at the same time they also need to have managerial skill, such as human skill. It is important for managers and leader to have human skill. It has been stated that Eastern Indian families who migrate to United State often have high human skill, diverse views and ideas which is an advantage for American organisations that seek high human skill managers. (Kaifi & Mujtaba, 2010). It has been showed that many new hires have failed to pass through their probation due to lack of human skills.(Alsop,2013) Katz human skills is also known as people-related skills which refer to the ability to motivate, communicate, lead, train other people and at the same time be a good team player. (Peterson&Fleet,2004) Ms T who is the marketing manager of Company A seemed to recognise the importance of Katz human skills. However, there is an argument which stated that technical skill is more important than human skill.(Ping,Mujtaba&Jieqiong,2012).This does not apply to Ms T managerial work because she reasoned that technical skill such as doing presentation through office and human skill such as …show more content…
However, the rapid changing taste of customer has made the market more competitive. The arrival of satellite has exposed consumers to many foreign products which they are willing to give a try. The growing importances of customers have a great impact on Ms T manager’s work. This can be shown when Ms T claimed that it is important for a marketing manager to comprehend customer needs and wants in order to stay at top of the business market. As a marketing manager of Company A, Ms T has conducted a market research recently and found out that customer nowadays concentrated more on the efficiency and service quality. Efficiency refers as obtaining the maximum amount output from the minimum amount of input. (Coulter &Robbins, 2014). Ms T seemed to realise that good customer service quality is the key element for customer satisfaction and customer loyalty. The consequences of perceived service quality on preference of customer loyalty will lead to a more favourable intention on service provider and increase the chance for customers to re-patronise (Akbar&Parvez, 2009) In addition, Ms T has used Henri Fayol’s four management function , planning , organising, leading and controlling . Planning is a management function that involves establishing aim, implementing way to achieve goal and form plans to coordinate activites
High levels of customer satisfaction will not guarantee future sales, but are more likely to result in repeat future sales than indifferent or poor customer service. Moreover, satisfied customers are more likely to try out other products/services in the firm’s range, or recommend it to friends and family. Build on customer loyalty Customer loyalty is valued highly by most businesses and can be
In other words, the company cannot be good at everything. Moreover, to achieve Service Excellence it is needed to compromise some of the service attributes, mainly by reducing the ones that the targeted group of customers values less, in order to focus on the improvement of the service’s qualities that the customers want most.
A characteristic of the marketing concept is customer orientation. Business activities are mostly engaged to produce a satisfied customer. They are there to Stress on the desires and wishes of a customer this keeps businesses on track with their target market. The best marketing decisions are completed on the foundation of making a massive impact in the market and towards customers. The consumers/people
There is need for social media marketing manager to have adept knowledge of current law and how it might affect the company through control on interstate commerce, data mining and business intelligence escapades, customer prices, and taxation (Bagley, 2010). The manager needs to succinctly integrate, understand, and take responsibility for these foci of social media...
Finally, human skill was my lowest result. In the future I should take measures to improve my communication and ability. With a competent range between technical, human and conceptual skill, I should be able to become a middle manager to advance within my career in human resources.
A marketer doesn’t just have a plan. Marketers now open up to a wider strategic plan and it’s based on steps that balance out what the market is offering consumers. These marketers must analyze their production with these steps, then make a portfolio of the growth and even their down falls therefore this keeps these marketers to continuously innovate and create even a greater amount of value for their customers. Marketing management functions are discussed along with the marketing mix and strategy.
One of his points in the article is that "Managers would be well-served to learn... the skills of relationship management, consulting and communications. Being able to work with colleagues, as well as manage others, is very important." A skill learned in part through team building not in hand-to-hand combat on the
The text states that marketing is both an art and a science where constant tension exists between the formulated and creative sides. At its essence, marketing is about "identifying and meeting human and social needs". It encompasses both a set of actions which seek to identify customers' needs as well as a social process of establishing a relationship with the customer to buy their products; this relationship is vital to the long term success for a company and a critical part of the marketing equation (Kotler & Keller, 2006).
Customer satisfaction is a key ingredient to the success of any business.It is the most important factor that creates repeated customers. Some people know it but do not realize its importance. If a customer of yours is satisfied with one of your products or services, chances are this customer will purchase more of your products or services, which will increase your revenue. Therefore, in order to have your new or existing customers buy more from you, you will have to follow techniques that work. Customer satisfaction takes a very important place in Marketing. As much as you think that your marketing strategies should help you generate sales, think about how the same marketing strategies could help you achieve Customer satisfaction. There are a lot of elements involved with Customer satisfaction.
Marketing is a very broad term, which encompasses all the activities that help businesses in identifying their customers and needs of their target market, utilising all the communication resources in order to target their target market, eventually persuading them to purchase the organisations products and services. It is much broader than the concept of selling, as selling just includes techniques of direct communication used to persuade the customers to buy the products and services of an organisation. In fact, sales are the integral part of marketing. Marketing also helps organisations to utilise all resources in an efficient way to gain customer satisfaction, which will eventually help in the growth of the company. While, on one hand, marketers tend to focus on the needs and preferences of the customers, they also need to keep a close eye on their competitors (Gillespie, 2010). Companies always look to beat down their competition with providing better products and/or services, or by providing less-expensive goods to the customers than their competitors, in order to achieve or maintain the leading position in the industry. The core focus of this paper is to identify and discuss the core aspects how managers could maintain the marketing activities of the organisation in the global context.
Customer satisfaction is the overriding factor for the successful operation. Sales of the supermarket can grow when it makes its customers satisfied with the goods or services by best policy to fit customers’ requirement. So, it can be told that customer satisfaction is followed by customer revisiting or repurchasing. They can also tell their acquaintances about products or services as good. Customer satisfaction and sales might be linked directly, companies have to check the factors periodically such as quality, schedule, layout, inventory and so on to lift customer satisfaction because even small factors that employees didn’t recognize can affect consumer satisfaction enormously.
For managers, the key issue regarding ability is to ensure that employees have the abilities they need to perform their jobs effectively. There are three ways to manage ability in organizations to ensure this happens; selection, placement, and training. (George & Jones, 2005)
Marketing can be seen as an effective way to communicate the value and purposes of a product or service to customers and consumers; for the primary purpose of selling that product or service. However, there are many different types of strategies that dissipates uniquely into different the ranges of the marketing spectrum. The purpose of this research paper is to define marketing strategy, briefly understand how to create a marketing strategy, and analyzing the different types of marketing strategies at various business levels. Marketing strategy is defined as the results of a thorough market analysis, which combines all of a firm’s or company’s goals into one comprehensive plan. An effective marketing strategy must be drawn from the fundamental research of the markets it resides in; focusing on the correct product mix in order to fully potentially profit at the highest possibility. In today’s society, the marketing concept can be seen as the philosophy in which firms analyze the needs of their customers and create decisions in which to satisfy those needs.
For a business to grow into a more profitable one, the manager should emplace measures to insure that customer service is made number one priority. After implementing a structure, it is recommended that the customer service representatives, along with other employees in the business, undergo continuous training in order to maintain the standards set out by the customer service model. Having the right structure in important in any business entity and will have positive implications on its profits.
According to this, it is obvious that the objective of marketing is to satisfy demand of customers by those ‘individual and organizational activities’ like promotion or pricing of goods, which are all just means to achieve that. Additionally, organizations could stand out from their competitors once they meet the needs of customers better than others. Thus, it can be said that the successful marketing is to provide competitive advantages for organizations by doing better in satisfying customers’ desires through products and other marketing activities.