Marketing & Management Organising and Controlling

Question: Discuss about theMarketing Managementfor Organising and Controlling. Answer: Importance of Communication and Language within the Organisation Effective communication process and style is appropriate for every individual, who are closely associated within an organisation in order to perform own assigned tasks in suitable manner. Lockwood (2012) has mentioned that every operations, activities and function of an organisation such as leading, organising, controlling and planning require an excellent communication skill. Even in this provided video, it is evident that my friend cannot get appropriate answer from the staff of the company just because this individual is unable to speak English language in fluent manner to resolve the query of the consumers. According to Robles (2012), it is the fundamental responsibility of every management of an organisation only to recruit employees, who have the potentiality to satisfy the demand and criteria of the consumers. Consumers are the heart of any kind of business; therefore, if an organisation fails to retain its consumers with employing appropriate communication process, then it wi ll reduce the position of the company in the market. In this video, my friend wants to ask something about the Samsung smart phone, however, because of the communication gap, the staffs of the company understands that he wants information regarding iPhone. Even my friend has to go and clarify his query from the higher authority of the organisation. Cheung and Thadani (2012) have determined that communication plays a vital role to provide relevant information to the consumers, which may influence the purchasing preferences and abilities of them. An effective communication is not only appropriate for the employees; however, it is required for every leader, business experts and the managers of the organisation. Wang et al. (2012) has suggested that there are various type of communications followed by the organisation including horizontal, cross, down to up and up to down communication. Oral communication is significant for every stakeholders of an organisation in order to reach to the desired target of it. The fundamental information of communication plays a perfect strategic role in the established and regulatory working environment. According to Bargiela-Chiappini et al. (2013), a potential communication supports the constant improvement of the positive relationships with the community of the stakeholders, which can be utilised in order to motivate and influence the behaviours and attitudes of them. Language clarity is the most significant part for the stakeholders. Ruck and Welch (2012) have suggested that a good communication style of the stakeholders has the potentiality to examine the basic considerations for designing the mechanisms and communication content. However, there are also potential barriers of human communication, such as physical barriers, attitude barriers, physiological barriers system designs and individual linguistic ability. In this video, it can be seen, that the staff of the company encounters the communication barrier of individual linguistic ability, as this person is unable to communicate with the clients in English language fluently. Even the particular staff uses inappropriate words while interacting with my friend and it prevents us to understand the actual message he is trying to convey. Every statement of this staff is poorly explained and this misunderstood message creates confusion. However, after understanding the situation, we move to the higher management of the company and complain about the inability of the staff of speaking English in fluent manner. Even my friend also asked the management to take effective measures for resolving the communication problem as it seriously hampers the brand image and reputation of the company. As opined by Gustafsson et al. (2012), communication should be collaborative in manner and not competitive in nature as it employs negativity within the stakeholders of the company. Communication involves a two way process, therefore the staffs of an organisation should interact with the clients in fr iendly manner in order to offer the solutions to the query or any kind of problem the client encounters. As the staff cannot understand and speak English fluently, therefore, we have to go to the higher management and it surely wastes our time. VerÄ iÄ  et al. (2012) have mentioned that an effective communication helps an individual to socialise. Communication with every stakeholder of the organisation should be considered as an important part of regular routine of the organisation. Only with well-developed and well-designed communication style, competence and routines, the higher authority interacts with various groups of stakeholders. The communication of stakeholdes involves their expectations, requirements, opinions and knowledge in order to understand the policies of the organisation. According to Clifton (2012), every organisation focuses on the constant improvement of the strategies in order to support potential external and internal communication process as bot h of these communications play vital role in the future success of an organisation and retaining the market share within the particular market with appropriate brand image and reputation. Management Theories Related Communication Communication and classical management theories involve that the managerial authority solely drives communication. Communication and classical management theories also believes that the associated individuals of the organisation are economic actors and rational. It also has enough capabilities in order to emphasise the concept that the staffs are always important for the productivity and success of an organisation. Their style, skill and process of communication are also important for an organisation in order to interact with the targeted consumers and the existing consumers of the company, as retaining the consumers is the best policy to develop the business operation and hold a suitable position in the market. As opposed by Castronovo and Huang (2012), communication within an organisation is always a top down process and the higher authority is closely and strictly tied to the position. Classical theories of business communication explore various relevant aspects of the organisatio nal communication for the better future and success in the market. However, this theory concentrates on the structure of the company and then analyses important aspects including the optimal performance plans of the organisation, compartmentalising various organisational units and power relationship (Cornelissen 2014). This theory also helps the business experts of the organisation to appreciate, comprehend interaction, behaviours, attitudes and recognition of it. Modern theories of organisational communication have been made in order to suggest effective ideas to interact with the consumers in better manner than the previous era. As opined by Cova et al. (2012), the marketing process, demand and criteria of the clients are constantly changing in todays competitive business world and every organisations changes their process and style of interaction in order to attract the new generation customers. The marketers and the employees of the organisation generally uses social media platform such as Facebook, Twitter, Instagram, blogs, snap chat and official website of the company in order to provide relevant and adequate information and interact with the clients in proper and easiest manner. Everybody in todays modern and technological world has account in the social media, therefore, it is easy for the marketers and the management of the company to interact with the clients through this platform. There are even facilities of column for customer fe edback, which is another great medium to communicate with the customers (Cornelissen 2014). Modern theories have concentrated on developing the organisational communication because the scholars an the business experts have thoroughly understood the necessity and importance of communication in todays competitive business world. However the face to face interaction process is reducing in gradual manner with the implication of modern technologies within the organisation and the associates generally follow the email-etiquette instead of verbal or oral communication, which was a traditional mode of communication. Recommendations to Overcome the Lack of an Employee to Communicate Although every organisation maintains a suitable communication style and process while dealing with the clients, still, some effective recommendations will enhance their communication skill in efficient manner. Similarly, in the provided video, when my friend has asked the higher authority of the company regarding the lack of the employee, who is unable to talk in English, the management also mention about the training process of the employees that will develop the communication skill. However, there are few recommendations that may help this employee to enhance own communication skill in the workplace in order to deal with the clients in appropriate manner. This particular employee should select the direct form of communication over electronic media. The individual should be a good listener before developing own communication skill. The individual should sharpen own messages with incorporating key words and should grow patience level. During the training period, the employee should keep a notepad in order to take relevant notes and should follow during mock interaction session. The employee should interact with the colleagues more in order to reduce any kind of challenges while interacting the clients. The training session should involve English language class as he employee lacks the basic knowledge of English and the way of conversation. With the following of these above mentioned recommendations, this employee will be potential and effective to communicate with the clients. Even it will enhance overall culture of the workplace. The training procedures will eliminate existing barriers with resolving the problems. At the same time, an excellent communication skill will build a strong workplace relationships, which helps to increase the basic level of ultimate productivity of the company that may denote the future success of the company. References Bargiela-Chiappini, F., Nickerson, C. and Planken, B., 2013. What is Business Discourse?. InBusiness Discourse(pp. 3-44). Palgrave Macmillan UK. Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication model.Journal of Marketing Development and Competitiveness,6(1), p.117. Cheung, C.M. and Thadani, D.R., 2012. The impact of electronic word-of-mouth communication: A literature analysis and integrative model.Decision Support Systems,54(1), pp.461-470. Clifton, J., 2012. Conversation analysis in dialogue with stocks of interactional knowledge: Facework and appraisal interviews.Journal of Business Communication, p.0021943612436974. Cornelissen, J., 2014.Corporate communication: A guide to theory and practice. Sage. Cova, B., Kozinets, R. and Shankar, A., 2012.Consumer tribes. Routledge. Gustafsson, A., Kristensson, P. and Witell, L., 2012. Customer co-creation in service innovation: a matter of communication?.Journal of Service Management,23(3), pp.311-327. Lockwood, J., 2012. Are We Getting the Right People for the Job? A Study of English Language Recruitment Assessment Practices in the Business Processing Outsourcing Sector India and the Philippines.Journal of Business Communication,49(2), pp.107-127. Robles, M.M., 2012. Executive perceptions of the top 10 soft skills needed in todays workplace.Business Communication Quarterly,75(4), pp.453-465. Ruck, K. and Welch, M., 2012. Valuing internal communication; management and employee perspectives.Public Relations Review,38(2), pp.294-302. VerÄ iÄ , A.T., VerÄ iÄ , D. and Sriramesh, K., 2012. Internal communication: Definition, parameters, and the future.Public relations review,38(2), pp.223-230. Wang, X., Yu, C. and Wei, Y., 2012. Social media peer communication and impacts on purchase intentions: A consumer socialization framework.Journal of Interactive Marketing,26(4), pp.198-208.