Understanding Marketing and Organizational Behavior: Theories and Techniques

Posted on Aug 23, 2024 in Other subjects

MARKETING THE FORMAL ORGANIZATION

The configuration is intentionally done to differentiate tasks and responsibilities, establishing a structure to achieve the company’s objectives. This organization coordinates and organizes all activities, material, and human resources. It is a structured organization where every person has a specific task, so employees spend their time fulfilling their duties and do not compete with each other by leveling up, etc. That is why authority relations, information, work methods, procedures, and responsibilities are previsto por advance the organization. I feel this organization variable affects the performance of workers and is therefore good for the company.

Phases:

  1. Clearly identify the activity to be performed (this is why we do)
  2. Effect the division of this activity
  3. Order divisions and draw people to take responsibility for each
  4. Settle the human and material resources required for each division by setting the role of each of them.
  5. Implement a communication system that allows the different parts of the organization to have the necessary information to make decisions of their competencia
  6. Sitema set a control to better align the organization of this system.

Org Info:

The same but without a previous organization without intentional settings.

THE THEORY OF X & Y

Part of the leadership styles and how a manager behaves with his subordinates. McGregor believes managers have two ways to view their employees, categorized as X and Y.

X:

People are lazy, work as little as possible, are unwilling to assume responsibilities, and need to be pressed.

Y:

People are creative, like working and assuming responsibilities, and are motivated to perfect themselves.

The vision that the leader has of his subordinates is realized in the behavior of these. So if a manager sees his employees as X, they will act accordingly. On the contrary, if an officer sees them as Y, they will respond in this way, even if utopian and wrong, and actually transform and its employees acted in that way. The way a manager sees his employees affects the behavior of subordinates, and McGregor conveyed the important role of the leader in employee motivation.

MASLOW’S HIERARCHY OF NEEDS

Maslow’s theory states that what drives a person to do something is to meet their own needs. If you know their needs, you could understand their motivations. Maslow based his theory on the order of priorities (levels), with 5 levels:

  1. Physiological: Basic needs (food, drink, dress, rest, etc.)
  2. Safety: Avoid risk (stability, protection against damage to persons, etc.)
  3. Social: Belonging to groups that make the individual feel accepted and strengthens their stability
  4. Esteem: Need for appreciation, recognition, and respect of others.
  5. Self-Actualization: Need to perform personal values or develop potential, becoming what one is capable of being.

Maslow emphasizes that to motivate a worker, you must meet the needs still unmet. It does not help to motivate a worker with physiological needs if they are already insured, so he suggests moving to a higher level in the pyramid. To motivate a person, you must discover what their needs are and meet them.

HERZBERG’S TWO-FACTOR THEORY

This theory classifies motivation factors into two broad categories: Hygiene Factors and Motivational Factors.

Hygiene Factors:

These are characteristics of a job that, if not given, cause dissatisfaction. To avoid such dissatisfaction, you must provide and maintain a certain level. They are not very encouraging; they are considered labor rights, wages, breaks, health and safety conditions, and work organization. Basically, they correspond with physiological and safety needs.

Motivational Factors:

These are characteristics of a job that, if they do not exist, cause no dissatisfaction, but if they are present, they are very satisfying and motivating. They correspond to the higher hierarchical needs: social, esteem, and self-realization. They focus on recognition, promotion, content of the work itself, responsibility, and personal development.

In short, both levels are needed to be motivated. It is not enough that there is no dissatisfaction. Once the hygiene factors are secured, it is possible to develop new actions to meet the higher levels associated with the motivational factors.

MARKETING

Marketing is a set of technical and management activities that guide the company into the market, the only way to achieve your long-term goals and the satisfaction of the desires of their customers. The development of marketing can be viewed from two aspects:

  • Marketing as a philosophy: Culture, mentality, and way of understanding the business that affects the entire organization.
  • Marketing as a set of techniques and knowledge: Relevant to achieving the objectives.

TYPES OF MARKETS:

By Type of Customer:

  • The Consumer Market: Made up of individuals and families who purchase products for their own use, with immediate consumption, consumer durables, and services.
  • Organizational Market: Formed by individuals or organizations that buy products for other products (manufacturers, distributors, and others).

QUALITATIVE TECHNIQUES

These techniques provide real information about the personality (desires, motivations, unconscious, etc.) of the individual. It is a psychological investigation. The main ones are: observation, experimentation, creativity, group dynamics, interviews, and projective or motivational research.

Observation:

Based on measuring and looking for clues without the researcher being involved in the outcome, although it may create an artificial situation, for example, changing a product’s location and seeing what happens. An example of an observation technique would be the dustbin check, based on garbage collection and studying remains, or mystery shopping, which is when the researcher goes to the point of sale as a customer (competition analysis).

Experimentation:

Testing basic reactions between determinadas consumers to company performance (product, price, distribution, etc.)

Types of Research:

  • Blind Tests: The consumer tests a product without seeing its brand and evaluates it.
  • Tests of Packaging: Packaging prototypes are made and tested for reactions.
  • Advertising Tests: They can be prior to or after the completion of the campaign.
  • Abelson Test: It provides an incentive to stop using a consumer’s brand, and loyalty is observed.

Creativity Techniques:

Based on the collaboration of a group of people who think freely and express their judgments. They are used in the creation of new products, detection and resolution of problems, and issues related to the future development of companies with executive participation. It includes techniques such as:

  • Brainstorming: Forecasts are made or opinions are gathered on a topic, with the group trying to reach a consensus.
  • Synectics: A formal technique that seeks creativity through analysis, diagrams, and analogies.
  • The Delphi Method: Several steps are involved and 15 experts participate. The first step is collecting forecasts from the experts involved anonymously and individually. They are told the overall result and asked for a new forecast, at least 4 times before coming to a consensus.

Projective Techniques or Motivational Research:

Based on neutral stimuli that a person projects their personality onto. These techniques seek to uncover consumer motivations that not even they themselves know (unconscious). The person should not know what the subject of the investigation is. They are placed in a position to interpret ambiguous stimuli or the behaviors of others. The most common techniques are:

  • Test of Free Association of Words: Used to search for brand names, it works by reading a list of words that are possible brand names and asking the subject to say the first thing that comes to mind.
  • Controlled Association Test of Words: The respondent selects from a series of words that have a similar meaning to the one read.
  • Test of Incomplete Sentences: Used to create advertising copy, it detects motives or attitudes. The person must complete the proposed sentence or say the first thing they think of before a photo or image.
  • Thematic Apperception Test (H. Murray): Showing a photograph, the person is asked to invent a story about the subject of the photo, say what they think or feel these characters, or how the story ends.
  • Role Playing: You ask people to act in the role of others, which serves to meet needs, desires, and motivations.
  • Personification: People are turned into brands, companies, products, etc.
  • Rorschach Test: The individual is shown 10 sheets with symmetrical and irregular inkblots and asked to interpret the marks, which will reveal their character. It can detect intimate aspects of individual personality.
  • Szondi Test: Evaluates the subject’s personality. It is often used to select people for management positions. It is shallower than the Rorschach.