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An enterprise’s marketing and sales department is always at the closest and direct
relationship with the customers. This being the case, it is mostly the initiative of this department
to maintain a motivated customer base at all times. This means that for the marketing objectives
of any organization to be achieved effectively and implemented efficiently, it calls for motivated
customer base as well as motivated marketing and sales workforce (Solomon et al 2006, p.57)
Organizations need customer and employee motivation more than ever before. They need
to keep on encouraging customers by motivating them to buy and remain loyal. They also need
to motivate the sales team to sell and create massive advertising campaigns. In addition, they
need to encourage the vendor channel partners to put more effort in ensuring that the commodity
arrives to the customer at the right time and in right quantities. Moreover, employees at other
levels also need to be motivated to make sure that all communications that relate to marketing
are carried on well. Managing motivation processes in these multiple departmental roles requires
proper people skills. There can be no motivation without people skills since motivation involves
the human resource aspect of an organization (Incentive Performance Centre 2009).
Marketing
The success of any business enterprise rests upon the satisfaction of its customers in
meeting their demands and building a good business relationship with them. A customer is the
“king” of a business. All the activities of an enterprise are geared towards maintaining quality in
work and product so as to attract more and more customers, gain competitive advantage and
outdo competitors. This being the case, it therefore becomes very crucial to motivate one’s
customers on a regular and continued basis so as to gain their loyalty confidence (Foxall 2009,
p.36).
The understanding of customer motivation enables firms and businesses to improve and
develop their marketing and advertising strategies by gathering knowledge on issues like how the
customer thinks, reasons, feelings and his/her ability to choose amongst alternatives as well as
the factors that influence a customer’s choice of products. Such factors could be cultural,
environmental and geographical. Product consumption is always the greatest interest to
marketers, since this influences how the product is advertised, positioned and how the customers
will be motivated to consume more and regularly (Perner 2009, par.1)
There are many ways through which a company can motivate their customers to keep
them coming, so that they can assist the company in marketing the product(s) to friends,
colleagues and family. Such methods of motivating one’s customer base after sales services
include: providing quantity discounts and quality discounts, free samples, building a
personalized business relationship with them, constantly and promptly informing them about the
new products or the product improvements the company has made, appreciating them for making
the enterprise their choice and providing quick and the most recent services to them. Customers
can also be motivated by a marketing employee who constructively and positively handles any
differences or complains that may arise in the course of service to the customer. In addition, a
company can motivate its loyal customers by involving them in the organization’s management
and decision making. For example, by inquiring their views about the product decisions that the
organization is intending to make or having them represent the public during company functions
such as annual parties or even general meetings (Scott 2009, par.6- 8).
Motivating consumers or customers helps to make them feel part of the enterprise. Once
they have become part of the organization, they will be interested in the success and
development of such an organization. This ensures that they are not likely to switch to a
competitor system and abandon ‘their company’ (Evans 2009, p.14)
Customers who are motivated also act as marketers for an organization. When a company
is after sales services giving to customers discounts and free samples, they will automatically be
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Marketing
impressed and they will tell their friends, family and colleagues so that they will also be
interested in the same services. This enables the marketing department to achieve one of their
objectives-which is increasing market share. An increased market share results in the attainment
of the overall goals of an organization (Schiffman 2008, p.37).
Motivation puts staff into action. Every enterprise requires financial, physical and human
resources so as to accomplish their goals. Through motivation, the marketing staffs are utilized to
optimum. This is because motivation gives them additional energy and ensures that all the
marketing staff works towards achieving a common goal. Motivating marketing staff is done
through building enthusiasm in workers. This will assist the enterprise in gaining a competitive
advantage over rivals as well as winning confidence from customers and the general public
(Scarlett 2007, par.2-3).
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Marketing
Motivating marketing team improves their efficiency. The efficiency of an employee not
only depends on his qualifications or abilities but also the enthusiasm with which they
handle their duties and responsibilities at workplace. Enthusiasm is the product of
motivation. For getting the best of their work performance and capability, the gap in
between enthusiasm and ability must be filled. This assists to improve the standard of
performance of the marketing staff. As a result, increased productivity, achievement of
marketing targets and reduced costs of marketing are obvious (Solomon et al 2006,
p.63).
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Marketing
A motivated workforce will first have the interests of the company before their personal gain.
Motivation helps employees to personalize the marketing activities and objectives as their own.
Consequently, each employee in the marketing department is able to pursue and implement the
marketing objectives as if they are his/her own personal objectives. This will facilitate a smooth,
sound working atmosphere whereby individual interests coincide with those of the organization.
Eventually, this results in yield maximization because of increased productivity in marketing
(Schiffman, 2008, p.37)
Finally, motivating marketers and sales people within an organization creates workforce
stability. Stability of labour force is very essential for both goodwill reputation of an enterprise
among its customers, potential customers and the general public. Employees will remain loyal
and dedicated to an activity only after having the feeling of involvement and contribution in
management, which is only possible through motivation. The efficiency and skills of employees
are always to the advantage of the employers. This will result to an excellent public image and
reputation in the market. It also attracts more customers to the enterprise, an initiative of the
marketing department of every organization.
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Marketing
References
Evans, M, Jamal, A & Foxall, G 2009, Consumer Behaviour, 2nd ed, New York, John Wiley &
Sons Ltd
Incentive Performance Centre, 2009, Why Motivation, Incentive Performance Centre, viewed 14
Jan, 2010<http://www.incentivecentral.org/business_motivation/why_motivation.1856.html>.
Perner, L 2009, Consumer behavior the psychology of marketing, University of Southern
California, Viewed 14, Jan, 2010 <http://www.consumerpsychologist.com/>.
Scarlett, A 2007 Importance of motivation, management study guide, viewed 14, Jan, 2010
<http://www.managementstudyguide.com/importance_of_motivation.htm>.
Scott, R 2009, Differences in buyer motivation for marketing, vista-consulting, viewed 14, Jan,
Schiffman, G, Havard, H, & Kanuk, L 2008, Consumer behaviour: A European outlook, Upper
Solomon, A., Bamossy, Askegaard & Hogg 2006, Consumer behaviour: A European
perspective, 3rd Ed, Upper Saddle River, Prentice Hall