Unit V Marketing and Human Resource Management

a. Marketing Management

marketing management is the process of planning and executing the

formulation, pricing, promotion, and distribution of goods and services
to achieve organizational goals. It's basically the practical application
of marketing techniques, strategies, and methods.

*Importance of Marketing Management

1.Introduces New Products

In marketing management, you start by identifying your target
market and analyzing your market. This helps you understand the needs
of your consumers, based on which you can introduce or launch new
products with an effective marketing campaign.
2. Boost Sales
Good marketing management helps you match your capabilities and
resources with the needs of the consumers. You can plan and
implement a successful marketing strategy and then reach out to
customers.
3. Builds Reputation
Marketing management ensures that your company's reputation
remains unharmed because, without it, your business will struggle t0
handle PR blunders or remain updated with the latest trends.
4. Aid in Business Decisions

Having proper marketing management means that you will have

an excellentmarketing team that has insights into consumer behavior,
buying patterns, and the latest marketing trends. This
better decisions in the short run and the
helps you make
long run.
5. Helps Compete with
Big Companies
 y o u are a small business in a competitive industry, then good

marketing management is all you need to level up to bigger competitor

companies.
Functions of marketing Management
1. Sales
2. Market segmentation
3. Marketing mix
4. 4P's
5. Physical distribution

1. Sales-
Sales management is the planning, direction and control of
professional selling including recruiting, selecting, equipping,
assigning, routing, supervising, paying and motivating to the
personal sales force.
Sales is the only function in an organization that generates revenue
or income for a company and hence it needs to be managed properly.
The financial results of a company depend upon the performance of
the sales department.
I t is important for organizations to develop and maintaiF an effective
sales force.
This is because sales manager is not only entrusted with
a
managing
the sales force to derive target-based sales outcomes but
also
perform managerial functions comprising planning the sales efforts
and organizing, directing, motivating, coordinating, and controlling
the sales force to achieve sales goals.
2. Market segmentation-
Market segmentation involves dividing a large homogenous market
of potential customers into clearly identifiable segments.
 Customers are divided based on meeting certain criteria or having
Similar characteristics that lead to them having the same product
needs.
Segments are made up of customers who will respond similarly to

marketing strategies.
They share common interests, needs, wants and demands.
Most companies don't have enough resources to target a mass

market.

need to target the specific market segment that

Which is why they
need their product.
They divide the market into similar and identifiable segments
through market segmentation.

Types of market segmentation

-

1. Geographic - based on land, rural or metropolitan area.

2. Demographic - based on age, gender, income, occupation,
education, nationality.
3. Psychographic - based on social status, lifestyle-type,

personality type.
4. Behavioural - based on intensity of product use, brand
Toyalty, user behaviours, price sensitivity, technology
adoption.

3. Marketing mix-
Marketing mix is a set of actions a business takes to build and market
its product or service to its customers.
I t helps to make sure that you are able to offer your customers the
right product, at the right time and at the right place for the right
price. Whereas traditionally the marketing mix was executed
through the 4' Ps ofmarketing
Importance of Marketing Mix
I. Helps understand what your product or service can offer to
your customers
2. Helps plan a successful produet offering
3. Helps with
planning, developing and executing effective
marketing strategies
4. Helps businesses make
use of their
and strengths avoid
unnecessary costs
5. Helps be
proactive in the face of risks
6. Help determine whether your product or service is
suitable for
your customers
7. Helps identify and understand the
8. Helps learn when and
requirements of customers
how to promote
to your customers
your product or service
4. 4 P's-
.The 4 P's of Marketing refer to the four key elements
comprising the process of marketing a product or service.
.They involve the marketing mix, which is a set
of tools that a
company uses to influence consumers into
The buying its product.
marketing mix
addresses factors such as
1.
Understanding the needs or desires of consumers
2. Identifying the cause of the failure of the current
3. product offering
Finding ways to solve said problems and
of the product/service
change public perception
4. Creating distinguishing characteristics to increase
advantage competitive
5. Understanding how the product interacts with consumers and vice
versa
 4 P's of
Marketin8

Place
Promotlon
Product Price

1. Product consumer
that fulfills
A product is any good or service
needs or desires.
with
ofutilities that
comes
bundle
I t can also be defined as a
brand name, etc.
physical aspects such as design, volume,
which
its perceived value,
T h e type of product impacts

allows companies to price

it profitably.
and
such as product placement
I t also affects other aspects dninimdm le ve
pfoduCt must clelive
advertisements. he
mance.
o1 per tot
2. Price
volume and,
The price of a product directly influences sales
consequently, business profits.
competitors, and
Demand, cost, pricing trends among
are crucial factors that determine
government regulations
pricing.
Price usually reflects the product's perceived valuesather
than its real value.
This means that pricing can be increased to promote

exclusivity/or reduced to create access.)

3. Promotion
Promotion involves decisions related to advertising,
salesforce, direct marketing, public relations, advertising
budgets, etc.
 The primary aim of promotion is to spread awareness about
eySKYd'9
the product and services offered by a company.
I t helps in persuading consumers to choose a particular
product over others in the market.
Promotional efforts include the following
1. Advertising: A means ofselling a product, service,
or idea
through communicating a sponsored, non-
personal message about the product.
2. Public relations: Involves
management and
control of the flow and matter of information
from
one's organization to the
general public or other
institutions.
3.
Marketing strategy: Involves identifying the right
target market and using tools such as
penetrate the said market.
advertising to
4. Place (or Distribution)
Place involves
choosing the place where products are to be
made available for sale.
The primary motive
of managing trade channels is to ensure
that the product is
readily available to the customer at the
right time and place.
I t also involves
decisions regarding the
of wholesale and retail placing and pricing
outlets.
.Distribution channels such as
outsourcing or
transport fleets are decided upon after cost-benefit company
Small details such as analysis.
shelf space
committed to the product
by department stores are also included.
5.Physical Distribution-
Physical distribution is the group of activities associated
line
with the supply of finished product from the production
to the consumers.
sales distribution
The physical distribution considers many
and includes critical
channels, such as wholesale and retail,
materials,
decision areas like customer service, inventory,
transportation and
packaging, order processing. and
logistics.
to a company can
The importance of physical distribution
and
vary and is typically associated with the type of product
satisfaction.
the necessity it has to customer

of Physical Distribution
-

Functions
1. Customer service

2. Order processing
3. Inventory control
4. Transportation and logistics
5. Packaging and materials
b. Human Resource
Management
HRM Process
mal
ement
On the job Off the Job Rewards &benefits
Recogntion

Recruitment Selection Assessing

Iralning Motivating
performance

External Traditional melhods Modern method

recruitment

Cormplianceto Healthy, wellare&

abour laws salety of employees Malntaining labour
Telations compensating

Human Resource
Management deals with
functions like planning, management the
organizing, directing and controlling
1. It deals with
procurement of human resource,
development and maintenance training&
2. It
helps to achieve individual, ofhuman resource.
objectives organizational and sOCial
Human Resource
Management is a
1. It includes the multidisciplinary subject.
study of management,
communication, economics and
psychology,
2. It also deals with sociology.
3. It is
building team spirit and team work.
a continuous process.
Recruitment selection procedure-
are
Recruitment is one of the main functions oflIR. There
three steps for perlorming IR functions as followS
I. Planning
2. Recruitment
3. Selection

1. Job Vacancy

2. Job

8. Employee Analysis
Evaluation

Recruitment
3. Attracting
7. Induction &
Trainin9
and Candidates

Selection Process

6. Selecting & 4Screening

Appoint
olications
PP
Candidates

5. Interviewing
Candidates
The main steps of recruitment procedure are
I. Identify exact recruitment (find out how many & what
type of people required for different departments)
2. Prepare job description and specifications ofperson
(define their job profile & eligibility criteria for
candidates)
3. Advertising the vacancy (give advertisement in news
paper or other or other media describing full information
about vacancy)
4. Managing the response to advertise (receive and find out
the useful application from the received
5. Short-listing of candidates
application)
(short-list the edible & right
candidates)
6. Arrange different tests
depending on skills &
organizations policy (test can be physical test, medical
test, language test, aptitude test, etc.)
7. Arrange interview (arrange the interviews & communicate
details of it to candidate)
8. Conducting interviews (final process of recruiting
candidate)
9. Checking reference, if any
After above recruitment process, r d r ord oer'a
the selection
takes place. After that giving process
appointment letter and other
formalities takes place.
.
Following strategies available for the recruitment:
i. Advertisement in Newspapers
i. Internet employment sites
ii. Private, public or temporary employment
iv. Executive recruiters agencies
V. Unions
vi. Employee referrals
vii. Internship programs
Function of
HRM Department
.HumanResource Management functions can be
classified into the following three categories.
i. Managerial Functions,
i. Operative Functions, and
ii. Advisory Functions.
Managerial Functions of Human
A. The Resource

Management are as follows:

1. Human Resource Planning -

In this function of HRM, the number and type of employees

determined.
needed to accomplish organizational goals are
information is
Research is an important part of this function,
future human
collected and analyzed to identify current and
and
resource needs and to forecast changing values, attitudes,
behavior of employees and their impact on the organization.
2. Organizing-
In organization tasks are allocated among its members,
towards
relationships are identified, and activities are integrated
are established among the
a common objective. Relationships
collectively contribute to the
employees so that they can

attainment of the organization's goal.

3. Directing-
Activating employees at different levels and making them
contribute maximum to the organization is possible through
the maximum
proper direction and motivation. Taping
potentialities of the employees is possible through motivation
and command.
4. Controlling-
After planning, organizing, and directing, employees' actual
performance is checked, verified, and compared with the plans.
If the actual performance is found deviated from the plan,
control measures are required to be taken.
 B. The Operative Functions of Human Resource Management
are as lollows:

I. Reeruitment and Selection -

Recruitment of candidates is the function preceding the
selection, which brings the pool of prospective candidates for
theorganization so that the management can select the right
candidate firom this pool.
2.Job Analysis and Design-
Job analysis is the process of
describing the nature of a job and
specitying the human requirements like qualification, skills, and
work experience to perform that job. Job
design aims at
outlining and organizing tasks, duties, and responsibilities into a
single unit of work for the achievement of certain objectives.
3. Performance Appraisal.
Human resource professionals are required to perform this
function to ensure that the performance of employees is at an
acceptable level.
4. Training and
Development-
This function of human resource management helps
employees
acquire skills and knowledge to perform their jobs effectively.
Training and development programs are organized for both new
and existing employees. Employees are prepared for higher-
level responsibilities through training and
development.
5. Wage and Salary Administration
Human resource management determines what is to be forpaid
different types of jobs. Human resource management decides
employee's compensation which includes - wage administration,
salary administration, incentives, bonuses, firinge benefits, etc,.
6. Employee Welfare
This function refers to various services, benefits, and facilities
that are provided to employees for their
well-being.
7.Maintenance -
Human resource is considered an
asset for the
organization.
Employee turnover is not considered good for the
Human resource organization.
management alwavs tries to keep their best
performing employees with the organization.
8. Labor Relations -
This function refers to human resource management interactlo
With employees represented by a trade union. Employees come

together and form a union to obtain more voice in decisions

affecting wage, benefits, working conditions, etc.,
9. Personnel Research -
Personnel research is done by human resource management to

gather employees opinions on wages and salaries, promotto

Working conditions, welfare activities, leadership, etc,. Such
researches help in understanding employee satisfaction,

employee turmover, employee termination, etc,.

10. Personnel Record -

retrieving
This function involves recording, maintaining, and
forms,
employee-related information like application
-

absents
employment history, working hours, eanings, employee
other data related to
and presents, employee turnover, and

employees.
Resource Management
C.The Advisory Functions of Human
are as follows:
Human Resource Management is expert manag1ng human
in

matters related to human

resources and so can give advice on
Resource Management
resources of the organization. Human
can offer advice to:
1. Advised to Top Management-
in the
The personnel manager advises the top management
and
formulation and evaluation of personnel programs, policies,
procedures.
 2. Advised to Departmental Heads
The personnel manager advises the heads of various
departments on matters such as manpower planning, job
analysis, job design, recruitment, selection, placement, training,
performance appraisal, etc.

&Objectives of Training as follows:

I. To introduce the work culture and environment.

2. To let them know the skill set which is required to do the
job.
3. To introduce new technology, may be
machinery or plant.
4. To make the employee focus on the actual
requirements od
an
organization ang give them training for the same.
5. To increase the efficiency as well as effective work
output.
6. Increase the knowledge level of employee.
7. To reduce accidents because of lack of
training.
8. To increase the motivation level of
employee.
Importance of Training:

TO THE ORGANIZATION

IMPORTANCE TO THE EMPLOYEES

OF TRAINING
IN HRM
FOR PERSONNEL AND HUMAN RELATION

1. To the
Organization
Gets more effective in decision-making and problem-
solving.
Improve the morale of the workforce.
 Helps people identify the organizational goal.
Aids in developing leadership skills, motiv ation. loyalty
and better attitude.
work.
Aids in improving productivity and quality of
out organizational
Aids in understanding and carrying
policies.
Aids in organizational development.
Creates an appropriate
climate for growth and

communication.
to change.
Helps employees adjust

2. To the Employees
and recognition.
Increases job satisfaction while
Moves a person towards personal goals
improving skills.
new tasks.
Helps in eliminating the fear of attempting
Provides the trainee with an avenue for growth.
motivational
Through training and development,
variables of recognition, achievement growth,
advancement are internalized and
responsibility and
operationalized.
Provides information tor improving leadership.
communication skills and attitudes.
to handle stress, tension, frustration and
contlict.
Helps

3. For Personnel and Human Relation

Improve inter-personnel skills

Improves morale.
Builds cohesiveness in groups.
Makes the organization a better place to work and live.
Provides information on other governmental laws and
administrative policies.
Methods of Training:
Training Methods

Off the Job

Onthethe Job Method
Veatibule
Job Rotation
Trainin9

Coachin9 Role Playing

Job Instruction lectureMethod

Step by step conference
training

| Committee Asaign Programme

ment Instructions

A. On the job Methods -

This type of training also known as job instruction training this
is most commonly used as a method. Under this method, the
individual is placed on a regular job & taught the skills
necessary to perform the job.
Following are the job training methods.
1. Job Rotation
It involves the movement of the trainee from one job to another.
The trainee receives job knowledge & gains experience firom his
supervisor or trainer. This type of training gives an opportunity
to the trainee to understand the problem of employees on other
jobs & respect them.
2.Coaching
The trainee is placed under a particular supervisor who
functions as a coach in training the individual. The supervisor
provides feedback to the trainee on his performance & offers
him some suggestions for improvement.