Employability
Introduction
Marketing is process that is used to enable one understand and influence the markets. The goods and services are directed to the customers of the products. Employment in marketing involves the identification of the requirements of the client with the thought of acquiring profit from the transaction. Marketing is objectified to issue customers with goods and services that they desire, the location they want it and at a suitable and affordable price for both the client and the organization. Campaign in marketing is necessary where all the component departments of the organization are aimed towards achieving the client’s desires.
Marketing is similarly a process that is done on customer goods and durables, industrial products, the public sector among other areas.
The nature of work in marketing involves several areas as mentioned below which are considerably changing:
Marketing manager are persons that are involved in the planning and managing these stages. They are able to acquire knowledge that is relevant in decision making in situations like the design of a product, selling, advertising as well as allocation. The function of marketing is composed of; marketing research which allocates database information about the likes and preferences of the clients to the managers.
The market research determines what information should be acquired and uses the resultant data to formulate a strategic marketing plan. Client information like their attitude and view of a certain product is useful in determining the goods and services they want so as to up bring their interest. There is also the development of the product, marketing involves the passing of information to the production department the needs of the client as well as bringing into the market new products. The procedures are mainly done by the marketing manager who organizes meetings, issues presentations, and writes reports that is related to the result gotten. The development includes advertising agencies, publicity officers and designers of packets. When it comes to pricing it consists of the cost involved in production as well as in sales.
The function of marketing similarly involves sales and distribution, this takes into consideration the demand and supply of the goods and services to ensure that it is maintained. The efficiency of the sales is assessed and used to plan the future. The environment the marketing staff works is in the office in meetings and also touring clients in several parts of the country as well as the world. The characteristics possessed by marketers should mainly involve good communication. Their communication skills will forever be tested when they meet the clients. The communication should be clear and convincing and when it comes to listening they should be able to understand the clients still maintaining in mind the marketing objective.
The marketing leadership skills possessed by the manager like the organization and motivation of the staff is necessary for marketing to achieve its functions. The manager must be in a position to include him with the requirements of the market and work with them. Marketers frequently use sales made and research data to plan for the future as well as pricing, this should all be targeted towards acquiring profit.
The individuals like the managers, staff and other sectors involved in marketing should possess an interest for opportunity in business operations; they ought to display flair in the handling of clients and consequently the skills to effective communication to clients. The qualifications offered to marketing staff are the willingness to learn, error rectification skills and technical qualification.
Employment environment has forever been change since the last ten years. The changes in the nature of work has been attributed broad knowledge to broadband connections, the decline of the purchasing cost of strong computing devices like portable computers, the ease in access of storage devices as result of cost decline like the $/Tera-byte and $/GB, and the acknowledgement of SaaS/Cloud computing in addition to the elevate search of highly skilled individuals.
Technology is steadily playing a role in the changing of nature of work in the business sector. With most of the enterprises still left behind in the staff and management correlation on time and work, others are busy investing in technology to facilitate the transformation of work habits which have been constant for a long period. The networking of technology when improved would lead to a decline in cost of coordination of enterprises which would end up increasing the number of firms and decreasing huge organizations (Halligan, 2006). A case in instance is the increase in out sourcing which is done in India through the decline in barriers. Businesses have steadily moved to the application of internet technology to increase their business revenue more so in marketing.
Work has been seen to change based on the following areas:
- The level of decision making capability of the workers on how to perform their jobs, this is other words termed to as the autonomy-control.
- The substantial complexity that is involved in carrying out the business or degree of several activities and an evaluation to accomplish the work, this is otherwise known as cognitive complexity.
- There is the extent of performing a particular task in a job which is termed to as a task scope.
- There is the application of social interactions and emotions in the work environment which is quite necessary for the performance of the business; it is referred to as a relational form of work. It is composed of emotional labor which is, in relation to others, quite new and known.
They are all important aspects of work. They have been applied to study the correlation between skills and occupations. The aspects applied in this are advantageous. The first two aspects, that are autonomy control and level of work, are efficiently based on the design of the work and evaluation sources. The autonomy control puts across an aspect of authority in an enterprise which aims to define the rights of the employees and the duties of the enterprise.
On the cognitive complexity aspect of work is attributed to the extent of experience that is required to perform a particular type of work. Complexity is used in work to determine the level of performance needed in terms of thought and autonomy in judgment. Social interaction aspect of work involves the workers and their relations and the clients (The National Academic Press 2011). The relation between the customer and the workers have grown to be renown in many organizations due to the increase in client-contact jobs as well as the relevance issued to employers that compete on customer service. Employees working in an organization are growing considering the spread of work that needs a collaboration handling. Employers are now moving from establishing groups as the foundation of an organization to the creation of several groups, temporary and permanent groups to achieve the goals of an enterprise. Such groups have grown to; supervised teams, quality circles, cross functional teams, project teams and task forces among others. The interaction in places of work is composed of communication and negotiation skills with less consideration given to the labour function. Most employment opportunities are targeted towards the creation of a comfortable and happy environment.
Information technology as mentioned earlier is quite necessary to the changing aspect of the work in a business environment. Information technology has grown to become an employment creating resource as well transforming or changing the existing ones. IT has gone further to even influence the marketing and organizational models as well as the employment relationships on the model and composition of work.
Blue-Collar Work
This are normally observed to be nonmanagerial form of work and it represents a good percentage of the labour force in an organization. They work under supervision from the managers attributing their work as of low autonomy and highly controlled work. The blue collar is known to implement work in an organization, but according to the Fredrick Taylor’s scientific management, this principle was changed to a normative one. The normative aspect involved the creation of contrast in execution to efficiently organize work and reward workers.
Scientific management insists that blue collar work correlates with the significance of dividing work into work sections that needed little experience (Hell in the Hall Way 2010). This aspect comes in well with the increased market masses and the relevance of standardization in the work environment.
The Changing Nature of Blue-Collar Work
The blue-collar work production is growing to incorporate further decision making tasks which would have been left to managers. The changing nature of the blue-collar work that advances on the research procedures that involve advanced work systems. The changing that is happening is related to the highly skilled division of labour that upholds producing mass at a cheaper cost that does not correlate with the present markets.
Work is broken down into specialized jobs that need lesser skills. Looking at the present markets, there is an increased desire of competitiveness that is founded on the basis of quality and innovation. The composition of work should be evaluated in a work system so as to understand how the models of work affect the marketing interests of varied stakeholders.
The economic and social aspects at present have influenced the type of workers that people like bankers perform. The enterprises that apply relevant strategies and make it possible to use technologies have transformed the work force and the patterns so as to contain to remain competitive. Taking an instance of banking, there is a migration to a more flexible staff and the human resources. To accomplish the change effectively, there will be a need to train the staff to employ the dynamic technological systems so to achieve the goals of the enterprise as well as the expectations of the workers.
The banking system is a good example of a changing nature of work. Technology is applied to improve the method of interaction between the clients and the bank. The clients are fast moving from a single channel, which is basically a branch, to a multi-channel that is self-operated personal relationship. The sales representative will have to undergo training on management and financial advice.
The changing of the banks will have to be analyzed effectively and advance their strategies so as to acquire the business’ goals and the client’s desires.
The change of the employment relations resembles the advancement of the non-standard form of employment as well as the elevating majority of the service sector in the big economies. The advancements have enabled the introduction of new methods of organizing work and the coming into play of new players in the work arena.
Non-standard Form of Employment
The increase in nonstandard form of employment is gradually happening in the marketing sector. Permanent forms of employment is considerably becoming unpopular, most persons are busy involved in areas that offer part time employment. According to analysts, persons in employment opportunities experience far less security with the growth of time.
Movement towards a Services Economy
With the increased level of population in a majority of the countries, there has been a relatively increase in the service economy. The personal and business service sector of employment has been growing for the past few years; one can portent that in the future it is what will be the next big thing in business (McCann 1995). The model used in occupation has dramatically changed but not at a pace that is fast enough. In terms of the wages accrued from these changes, there is some kind of inequality. People in the new phases of employment are receiving varied levels of income mostly dependent on their level of skill and position one is working in.
Transformation of the Industrial Relations
The forms of awards that went hand in hand with the wages have had minimal impact in comparison to two decades ago. The enterprise agreements are the new forms of agreements or contracts. The protection layers placed onto markets are now eliminated hence attributing to a market less controlled.
Impacts
Employers
Employers in the world have now been attributed to a changed form of labour which will accrue to a more flexible labour. They are employing non-standard employment situations which involve a change in staff in unconfirmed labour. Most enterprises which have a decreased employment size as well as the increase in contracts, this has led to the increased dependence on part time workers, also out sourced services which would also save on income earned.
The negative implication of the out sourcing and dependence on part time workers in enterprises is the minimized reliance on work force, training, skills and commitment by the workers. Commitment, loyalty and effort are necessary in an enterprise to become successful in the marketing world.
References
Halligan, B. 2006, December 21, The Changing Nature of “Work”, viewed on June 10, 2011 from hubspot: http://blog.hubspot.com/blog/tabid/6307/bid/11/The-Changing-Nature-of-Work.aspx
Hell in the Hall Way, 2010, The Changing Nature of Work, viewed on 11, June, 2011 from http://www.hellinthehallway.net/tag/chaging-nature-of-work/
McCann, J 1995, The Nature of Marketing, viewed on 11, June, 2011 from http://www.duke.edu/~mccann/m-nature.htm
The National Academic Press, 2011, The Changing Nature of Work: Implications for Occupational Analysis. Viewed on 11, June, 2011 from http://www.nap.edu/openbook.php?record_id=9600&page=114
