Management & human resources development

Managers perform various functions, but one of the most important and least understood aspects of their job is proper utilization of people. Research reveals that worker performance is closely related to motivation.

Many managers believe workers will be motivated to achieve organizational goals by satisfying their fundamental needs for material survival.

These needs include

• a good salary,

• safe working conditions and

• job security.

Although important, they do not provide primary motivation for many workers in highly-industrialized societies.

Increased motivation is more likely to occur when work meets the personal needs of individuals for

• learning,

• recognition,

• promotion and

• personal growth.

In an attempt to appeal to both fundamental and personal needs of workers innovative management approaches, such as job enrichment and job enlargement, have been adopted in many organizations.

Job enrichment gives workers more authority in making decisions related to planning and doing their work.

Job enlargement increases the number of tasks workers perform by allowing them to rotate positions or by giving them responsibility for doing several jobs.

By improving the quality of work life through satisfaction of fundamental and personal employee needs, managers attempt to direct the behavior of workers toward the company goals.

Marketing management

Management, by definition is a function of planning, organizing, directing and controlling. Management is revealed in a variety of specific activities.

Marketing management refers to a broad concept covering organization of production and sales of products, which is based on consumer requirements research. All companies must look beyond their present situation and develop a long-term strategy to meet changing conditions in their industry.

Marketing management, therefore, consists of

• evaluating market opportunities,

• selecting markets,

• developing market strategies,

• planning marketing tactics and

• controlling marketing results.

Strategic planning includes defining the company’s long-term as well as short-term objectives such as

• sales volume,

• market share,

• profitability and innovation,

• and deciding on financial, material and other resources necessary to achieve these objectives

In problems of market selection and product planning one of the key concepts is that of the Product Life Cycle. That products pass through various stages between life and death (introduction - growth - maturity - decline) is hard to deny. Equally accepted is the understanding that a company should have a mix of products with representation in each of these stages. Companies can make far more effective marketing decisions if they take time to find out where each of their products stands in its life cycle.