Bulletin No. 21 | May – June 2004

MARKETING

• The aim of marketing is to make selling superfluous (Peter Drucker)
• The performance of business activities that direct the flows of goods and services from producer to consumer of user (American Marketing Association)
• Getting the right goods, to the right people, in the right place, at the rights time, at the right price, with the right level of communication profitability (Chartered Institute of Marketing, UK)
• Marketing is different from Selling

If one has applied the four elements :
Research – Strategy – Planning – Tactics – then the person is dealing with Marketing.
If not – he is only a sales person.
What are you, anyway?

MANAGEMENT

Those who care will gain the respect

• People do not pay attention   on what You know, unless they know how You care
  For others. Communication your care to others, then you can ask them to do something for you. People give response if someone is sincere. It does not mean that you give something. It really means that you have your personal interests so that you treat them well.
• They are not robots. They have feelings , they want to get appreciation, get respect. If You treat them like robots, You may probably get some output, but you never get maximum creativity or something that can change your organization. If you treat your people unfair, their unhappiness will be reflected in the way they do their jobs.
• Yet, one reminder that sincere is everything. It will be worse if You pretend to be sincere You don’t care, but You are trying to cheat them. You gain no respect from them.

Mind You – For most people, it is just a work!

• You seem to hire your people’s behavior, not their soul. You have the right to claim for productive and professional work in  the office. But, do not expect them to do like You do after office hours.
• Don’t expect your people to have the equal devotion like You do to your work.
  The reason is so simple : You are the boss and You see work from different perspectives. Only few people  want to be in management.  Support them well, yet mind you that only few  people are exceptional. The problem will arise when a boss wishes to work overtime (as he does); goes home and carries work home (as he does), get aside personal interests and families (as he does); as work is the center of his life (most management think that work is everything).
• Managers and leaders should act as model, yet there is a clear distinction between a role model and a hidden pursuer. Most  people like to do the job, being productive and their work is appreciated personally and financially, but then they leave the office to enjoy their personal lives with families and friends. They do not ‘work  mentally’ in 24 hours a day.
  If this unwritten role violates, there will a greater chance towards dissatisfaction among employees. If you create this kind of gap, You are the one who takes  the risk.

• How do your employees  perceive your attitude to your work and to your personal life?
• How do you distinguish between ‘giving an example’ and ‘claiming’?
• How do you make a balance between your work and your personal life?

(Source : Reflections for Managers, B.N. Hyland & M.J. Yost)