MKT 363 Exam 3 - MKT 363 Exam 3 CHAPTER 8: MOTIVATING A...

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MKT 363 Exam 3 CHAPTER 8: MOTIVATING A SALES FORCE Motivation: the desire to expend effort to fulfill a need Dimensions - Intensity: amount of effort the salesperson expends on a given task - Persistence: how long the sales person will continue to put forth effort - Choice: salesperson’s choice of specific actions to accomplish job-related tasks - Direction: consistent with company’s strategic plan Challenge: Getting salespeople to expend effort on activities consistent with strategic planning of firm Importance of motivation: unique nature of sales job; individuality of salespeople; diversity in company goals; changes in market environment Motivational conditions: - Are the rewards worth the effort? Do they satisfy some need? - Does better performance lead to greater rewards? Does performance lead to rewards and what performance in required to get the rewards? - Does more effort lead to better performance? Are performance goals attainable? Hierarchy of needs (Maslow) Extrinsic rewards: come from others Intrinsic rewards: come from performing the task itself 1. Physiological needs Fulfilled through: food, shelter, clothing, health care Managerial action: provide/offer adequate income and good benefits package 2. Safety needs Fulfilled through: job security, safety, income security managerial action: provide safe work environment, set mutually agreed on performance standards, communication job performance expectations and consequences of failure to perform 3. Social needs Fulfilled through: affiliation, friendship, acceptance Managerial action: use team selling, hold social functions, distribute employee newsletter, hold sales meetings, establish mentoring program 4. Esteem needs Fulfilled through: status, recognition managerial action: recognize sales rep achievements personally and publicly through title changes, commendation letters, and promotions 5. Self-actualization Fulfilled through: self-development, challenge Managerial actions: provide/offer advanced training, assignments to special projects, more responsibility and authority Dual-factory theory (Hertzberg) Hygiene factors: company policies, supervision, and working conditions Condition of the work environment rather than the work itself Motivation factors: recognition, responsibility, challenge, and opportunities for growth Part of the job itself and must be present for the person to feel motivated Expectancy theory - Reward/effort evaluation : company rewards and incentives valued by one rep may not be valued by another because each rep is unique and has a different combination of needs What motivates your employees? Ranked by employees 1. Interesting work 2. Appreciation of work done 3. Being well-informed 4. Job security 5. Compensation 6. Growth and promotion opportunities 7. Good working conditions 8. Personal loyalty to employees 9. Tactful discipline 10. Help with personal problems Ranked by managers 1. Compensation 2. Job security
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3. Growth and promotion opportunities 4. Good working conditions
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This note was uploaded on 09/29/2011 for the course MKT 363 taught by Professor Staff during the Spring '08 term at University of Texas at Austin.

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MKT 363 Exam 3 - MKT 363 Exam 3 CHAPTER 8: MOTIVATING A...

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