Motivation of consumers in marketing activities. Psychological problems in the study of consumer motivation Increasing the motivation of marketing staff
Motivation- an impulse to action, which determines the subjective-personal interest of the individual in performing an action and (or) achieving a goal. The term motivation comes from the French motif, which in turn comes from the Latin moveo - I move.
Motivation in marketing- this is an incentive to achieve the goals of the company with the indispensable guidance of the principles of marketing. In other words, motivation is the process of inducing to perform the necessary action, to achieve a result, with an indispensable balance between the goals of the company, the goals of the motivated person (employee, client) to best meet the needs of the market (and all this on the principles of marketing).
Motivation process- a dynamic process of a psychophysiological plan - the desire to control human behavior.
motivation (stimulation) is the mechanics of motivation to achieve the goal through the formation of external motivation. Affirmations are statements that form a positive attitude to the matter.
motive- a motivating reason, a reason for launching the mechanism of action, in order to acquire the desired, material or spiritual object, the acquisition (achievement) of which is the meaning of human activity. The motive is a reflection of the need in consciousness, which encourages a person to set a goal and perform the actions necessary to achieve it. Motive is often confused with need and purpose. Purpose is the result of conscious goal-setting. A need is, in fact, a conscious dissatisfaction.
Motivation can be internal and/or external, material or not material.
intrinsic motivation (intrusive motivation) - motivation associated with the very content of the activity, but not with external circumstances, existing in the absence of external motivating factors: requirements or reinforcements. Intrinsic motivation means the desire of a person to perform some activity for the sake of this activity itself. The term "intrinsic motivation" was first defined in 1950 in the works of R. Woodworth and R. White.
External motivation (extrinsic motivation) - motivation, not related to the content of a certain activity, but due to external circumstances in relation to the subject. In this case, the factors that trigger the motivation mechanism, initiate and regulate it, are outside the individual. Intrinsic motivation can help us create an “ordinary miracle” with ourselves, external motivation is a serious tool in the hands of skilled manipulators.
Positive and negative motivation. positive motivation based on positive incentives. Negative motivation based on negative incentives.
Demotivation- the process of eliminating motivating factors, motives, inducement to the lack of action. Demotivated person- an individual with excluded interest, no motivation, no reasons, reasons for action and (or) to achieve the goal.
Motivation system- a set of management techniques, including: formulating goals, assessing intrinsic motivation, stimulating, analyzing existing motivation, aimed at achieving the goal set by the individual.
The main components of motivation are:
- needs, desires, expectations, etc.;
- certain behavior;
- goals, incentives, rewards;
- Feedback.
Exist 2 levels of motivation: conservation motivation; achievement motivation.
Conservation Motivation- motivation aimed at not losing what has already been created.
achievement motivation- motivation aimed at achieving the goal. Achievement motivation requires much greater strength emotions and great effort. The famous writer and manager H. Jones noted: “With the highest determination in the world, with the strongest leadership and with the most successful strategy, the company will not achieve anything until each of the ordinary members of the organization understands what he is trying to achieve and does not make every effort to achieving this result.
Motivation of consumer behavior- work to provide a targeted impact on consumer behavior, which consists in marketing motivation and adjustment of consumer behavior in relation to the subject of marketing. Consciousness of the consumer is a set of motives, needs, needs, personal values, patterns of decision-making, due to the mentality and individual characteristics. Feedback on the part of the consumer on the motivation of behavior - these are purchases, loyalty and interest in the subject of marketing.
Motivation of consumer behavior involves the solution of the following tasks:
- determining market trends and forecasting demand, prices and other parameters, etc.;
- analysis of consumer motives;
- analysis of the most effective methods impact;
- active influence on clients;
- increasing customer loyalty.
- Theory of motivation according to 3. Freud
- A. Maslow's theory of motivation
The scientist-psychologist tried to explain why in different time the individual has different needs. A. Maslow explains this by the fact that the system of human needs is built in a hierarchical order, in accordance with the degree of importance of its elements: physiological needs, the need for a sense of security, social needs and the need for self-actualization. The individual first of all tries to satisfy the most important needs. When he succeeds, the satisfied need ceases to be motivating, and the person strives to saturate the next in importance. The theory helps manufacturers understand how diverse products fit the plans, goals, and lives of potential consumers.
- The theory of motivation according to F. Herzberg.
The author of the two-factor theory of motivation, according to which a person's discontent and his satisfaction are determined by two groups of fundamentally different factors. In order for the purchase to take place, the absence of the dissatisfaction factor is not enough - the active presence of the satisfaction factor is required. For example, the lack of a guarantee for a computer can become a factor of dissatisfaction. But the presence of obligations to repair the purchased equipment is not a factor of satisfaction or a motive that will push the consumer to purchase, since the guarantee is not the main source of satisfaction in this case. The ease of use of the computer can be such a factor here. In practice, the theory of two factors is applied in two ways.
First, the seller must avoid the appearance of dissatisfaction factors (for example, incomprehensible computer instructions or poor service). Such omissions not only do not contribute to the growth of sales, but can also derail the purchase.
Secondly, the manufacturer must determine the main factors of satisfaction or motivation for the purchase of the product and ensure that their presence in the product does not go unnoticed by the consumer. These factors will determine the choice of the buyer of a particular brand.
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Lecture questions: 1. Main elements of demand formation. 2. The concept and classification of needs. 3. Life cycle needs. 4. Classification of consumers. 5. The process of modeling consumer behavior. 6. Motive and motivation. Classification of motives. 7. Theories of consumer behavior motivation. 8. The concept and types of demand. Demand classification.
Classification of needs Classification feature Type of need By historical place of consumption - past - present - future By degree of urgency - urgent - non-urgent By degree of conjugation - weakly conjugated - strongly conjugated By degree of satisfaction - satisfied - partially satisfied - unsatisfied By the level of interconnection of goods in the process of satisfying needs - simple - complex By severity - explicit - hidden By the degree of activity of the actions necessary to meet the needs - active - passive
Types of consumers in the direction of using goods Type Characteristics Individual consumers People who use material goods and services for the reproduction of life, for labor or social activities, to ensure a certain style and way of life and spiritual culture. Mass consumers ( legal entities) Organizations, institutions, companies, associations, etc., using material goods and services for their professional activities (but not for production or trade). Industrial customers Manufacturing plants companies, cooperatives, trade enterprises and service sector enterprises using material goods and production services for production (including trade) purposes.
Consumer types by psychological characteristics Type Characteristic Driven by need - striving to survive; - trying to keep a job. The people are poor; the basic need to somehow ensure their daily existence. Integrated personalities Psychologically stable, self-asserted people of middle age, well-educated, financially secure, with a sense of proportion, active in charity. Extroverts - stable, conservative (workers and pensioners); - imitators (average education and good income); - those who have reached a high position in society (leaders in business, in government). Introverts are egocentric (young, impulsive, often changeable); - cheerful people (active, have a good income, education); - aware of themselves as members of society (interested in the environment, future, personal growth, have a decent income).
Types of consumers in relation to price Consumer type Characteristic Economical Focused primarily on the price level. Apathetic The price is not important, the main thing is convenience, prestige or quality. Rational Evaluates the purchase in terms of price and quality of the product. The personalized image of the product is more important than the price, but still it has an impact on the purchase. Types of consumers on the basis of sociability Type Characteristics Clamped Insecure, with difficulty making contact, gravitating towards increased attention. Indifferent Not interested in contact. Uninhibited Easily entering into dialogue.
Stages of the family life cycle 1) Single life - young single people living separately from their parents. 2) Newlyweds - young, no children. 3) Family with children, younger child less than 6 years old. 4) Family with children, the youngest child is 6 or more years old. 5) Elderly spouses living with children. 6) Elderly spouses, children live separately, the head of the family works. 7) Elderly spouses, children live separately, the head of the family is retired. 8) The widower (widow) works. 9) Retired widower (widow).
Classification of motives Motivation - motives that cause human activity and determine its focus on the purchase of goods. A need becomes a motive only when it becomes urgent, reaches a certain intensity, and its satisfaction reduces psychological stress. Motive is a significant pressure of a need on a person, the need to satisfy a need. Definition Content Rational motives - profit or economy - risk reduction - convenience - quality Emotional motives - "self" - personal power - cognition - following fashion - desire to be accepted in society
The main theories of motivation of consumer behavior Theory The main characteristics of Z. Freud Based on the postulate: people for the most part are not aware of the mental forces that guide the behavior of an individual, which means they are not able to fully understand the motives of their actions. From an applied point of view, this theory of motivation has limited value, since its application is associated with significant financial and time costs. To find out the deep associations caused by the product, researchers conduct in-depth interviews using various techniques: word associations, incomplete sentences, picture explanations, and role-playing games. In addition, it often leads to conflicting conclusions, because one product attracts buyers for different reasons. F. Herzberg a Based on a combination of two polar factors of motivation, one of which causes dissatisfaction of a person, and the other - satisfaction. According to this theory, in order for the purchase to take place, the absence of dissatisfaction factors is not enough - the active presence of satisfaction factors is required. The applied value of this motivational theory is the ability to compare competing products for a whole range of motivating factors in order to determine the competitiveness of products. In practice, the theory of two factors is applied in two ways: 1) the seller must avoid the appearance of factors of discontent. Such things not only do not contribute to the growth of sales, but can also disrupt the purchase. 2) the manufacturer must determine the main factors of satisfaction or motivation for the purchase of goods and ensure that their presence in the product does not go unnoticed by the buyer. A. Maslow Based on the assumption that the system of human needs is hierarchical in accordance with the degree of importance of its elements: the individual, first of all, tries to satisfy the most important needs, when he succeeds, the satisfied need ceases to be motivating, and the person strives to saturate the next most important . The usefulness of this theory for marketing lies in the ability to determine the willingness of consumers to pay money for the satisfaction of certain needs.
Demand classification Sign of classification Type of demand According to the number of objects of demand - macro-demand - the demand of the entire population for commodity group or a set of goods; - - micro-demand - the demand of the target market for a particular product or its assortment variety. According to the state of the market - negative; - absent; - hidden; - excessive; - complete. According to the forms of education - potential (closed); - emerging; - established; - irregular: seasonal, recreational, daytime, hourly; - deferred (accumulated); - panic (excessive). According to trends - growing (intensive); - stabilized; - - fading (shrinking, decline in demand). By purchasing intentions - firmly formulated (hard); - alternative (soft, compromise); - spontaneous (impulsive). By place of purchase - global; - regional; - urban; - rural; - basic; - mobile. According to the degree of satisfaction - satisfied; - conditionally satisfied; - dissatisfied. By the time of formation and presentation on the market - the past; - real; - future.
The function of the relationship between price and demand a) for the majority b) for mass goods of prestigious goodsx y E Where: Δу - change in demand; Δх - price changes; y is the average level of demand; х is the average price of the demand price of the growth rate E
Dependence of demand on income x y xx yy E 21 21 Static coefficient of elasticity: Where: y 1 – demand of a group of buyers with a high level of income; y 2 - demand of a group of buyers with low level income; x 1 - the purchase price in the group of buyers with high income; x 2 - the purchase price in the group of buyers with low income.
Law of Malthus, which determines that with the same amount of goods, their distribution among families and individuals depends on the number of consumers in the family, more precisely, on the ratio of income-generating persons and dependents in the family. As a rule, the dependence is modeled by the function: x bay 1 Scheme of demand formation
The Seven Rights of Consumers 1. The right to choose a product to meet their basic needs in the conditions of a sufficient variety of offers at competitive prices and with the restriction of any monopoly influence on the consumer. 2. The right to the safety of goods and their functioning in strict accordance with the offer of the seller (manufacturer). 3. The right to be informed about the most important properties of goods, methods of sale, guarantees, etc., helping the consumer to make a reasonable choice or decision. 4. The right to protection from substandard goods and compensation for damage associated with their use. 5. The right to be heard and receive support in protecting their interests from state and public bodies. 6. The right to receive consumer education, the acquisition of comprehensive knowledge and skills that make it easier for the consumer to make a decision. 7. Right to healthy environment, which does not pose a threat to decent and healthy life current and future generations.
The main provisions of the Law "On the Protection of Consumer Rights" When buying a product, the consumer has the right to know its manufacturer, quality standard and a list of basic consumer properties: about food products: composition, calorie content and content of substances harmful to health and contraindications to the use of these products for certain diseases; about goods whose consumer properties may deteriorate over time: expiration date and date of manufacture. Compulsory certification is subject to goods for children, food products, household chemicals, perfumes, cosmetics, pesticides, mineral fertilizers, engineering products and household appliances. Mandatory certification requirements apply to public and private enterprises. The seller and the manufacturer are obliged to provide all required information. Providing incomplete or inaccurate information may result in the seller's liability for harm caused to the buyer's health. If the seller has not warned about the defects of the goods, the consumer has the right to demand either the free elimination of defects or reimbursement of the costs of their elimination, or a commensurate reduction in the purchase price, replacement of the goods with goods of a similar brand, replacement with the same goods of another brand, or compensation for losses. Claims for the correction of deficiencies may be made within warranty periods, and if they are not established, then within six months; for real estate - no later than two years from the date of transfer of the goods to the consumer. The consumer has the right to participate in the quality control of goods. Defects found in the product must be eliminated within twenty days from the date the consumer claims. For durable goods, the seller and the manufacturer are obliged, upon presentation of a demand by the consumer, to immediately provide him with a similar product free of charge for the period of repair with delivery at his own expense. At the request of the consumer, the seller and the manufacturer are obliged to immediately replace defective goods. If additional quality control is required, the replacement must be made within twenty days of the date of the request. If the seller does not have this moment necessary goods replacement must be made within a month.
The concept of motivation in marketing
Marketing activities are closely related to motivation. This includes encouraging consumers to make purchases and, as a result, the growth of sales and profits of the company, and encouraging staff to effective work to achieve the goals of the enterprise.
Definition 1
Motivation in marketing is a set of interests, motives and needs that consumers use to make a decision about the choice of a product or service and the rationality of a purchase.
The purchase of a good or service is considered by the buyer in terms of:
- benefits (cost-effectiveness of the purchase);
- risk reduction (need for security);
- recognition (the need to improve one's own image);
- freedom (the need for independence).
Motivation is based on needs, i.e. a feeling of lack of something. Conditionally, the needs are divided into:
- primary (needs for food, sleep, movement);
- secondary (needs acquired in the course of human growth and development: respect, power, social status etc.).
There are two types of motivation in marketing: external and internal. External motivation involves the influence on human behavior from the outside. This is the culture of society, belonging to a certain social group etc. Intrinsic motivation is what the consumer is like as an individual, what values are the main ones for him, how he perceives and evaluates information about goods and services, what potential he has, etc.
But you should not equate motivation with a purchase, since motivation does not always lead to the acquisition of a product or service. For the company, a promising step is to obtain contacts of consumers or site visitors (social media pages) in order to start working with potential client through different channels. If the consumer is not interested in the discount, then he will watch the advertisement, do not buy the advertised product, then read the newsletter. If the visitor has unsubscribed from the mailing list, then you should call and make a unique offer especially for him.
Classification of needs and motives
The number of human motives is so great that there are different types their classifications. According to one classification, all motives are divided into natural and cultural. The first are laid down at the genetic level, the second are created in the process of life and development of the individual.
Another classification divides human needs into:
- biological (need for food, security, clothing, etc.);
- social (the need for communication, belonging to a group, leadership, recognition, power over people, etc.);
- spiritual (the need to know oneself, the world around, self-realization and self-improvement).
There are other classifications (see Fig. 1).
Figure 1. Classification of human motives. Author24 - online exchange of student papers
If we talk about the needs of a person that affect his purchasing power, then we should consider the famous pyramid of A. Maslow. The famous American psychologist presented all human needs in a hierarchical order in the form of a pyramid.
Remark 1
The sequence of appearance of needs may vary depending on the characteristics of the personality of each person.
Figure 2. A. Maslow's pyramid of needs. Author24 - online exchange of student papers
The first stage is the physiological needs (sleep, food, breathing, etc.) The second stage is the security needs (clothes, housing). The third stage is belonging and love (social needs: communication, acquaintances, belonging to a group, etc.). The fourth stage is the need for recognition (the desire to be respected, the desire for prestige, recognition of talents, features, etc.). The last step is spiritual needs, which are defined as the need for development as a person.
Improving the motivation of marketing staff
The effectiveness of the employees of marketing departments is affected by the ability of management to motivate their activities. In this case, the motivation is:
- influencing the views and opinions of staff on the work itself;
- management actions;
- general policy of the company;
- striving to achieve the goals of the enterprise.
Remark 2
Key problem any company is a shortage of a professional in the field of marketing, that is, a shortage of sales professionals. The constant search and selection of personnel takes a lot of time, and it is quite difficult to find initiative and active specialists. It is important not only to find a qualified employee, but also to motivate him to do quality work.
It is known that the main motive for choosing a job is wages. This is followed by various incentives, rewards, social benefits, as well as working conditions.
The main material incentives and motives of marketing service employees:
- wages not lower than the level of employees of other departments;
- wages not lower than the level of employees of competing enterprises;
- payment of bonuses for the quality and timing of work.
Intangible incentives include:
- performing various and diverse tasks to increase the interest of employees
- participation of personnel in the development of decisions regarding the activities of the company;
- periodic performance evaluation official duties each employee;
- alignment of personal goals of staff with the overall goals of the organization.
When drawing up a motivation plan for employees of the marketing department, it is necessary to combine a variety of reward and punishment methods, regularly conduct research on the demand for employee rewards and change them in accordance with their interests.
The evaluation of the results of the work of the marketing service is carried out periodically, depending on the scope of the company's activities, and at the end of the analyzed period, employees are paid bonuses.
Every month, the level of implementation of the personal plan of each employee should be checked, provided that it is achievable and the assessment is objective. The percentage of completion of this plan affects the bonus components. It is quite difficult to evaluate the work of a marketer, given the presence of a creative component in his work. Salary is paid based on job descriptions. Various supplements are not components of wages. But in order not to reduce the effectiveness and corporate spirit of the marketing department employees, bonuses should be used in small batches, otherwise the staff will get used to it, and this will reduce productivity and labor efficiency.
Motivation in marketing is that set of interests, needs, motives and considerations that the consumer (client, buyer) is guided by in the course of making a decision on the choice of goods (services) and the expediency of their acquisition. Basically, the fact of purchasing a product or service is considered by the consumer from the standpoint of benefits (the motive to spend their money economically and efficiently), risk reduction (the need for a sense of security, confidence), recognition (the need to create and maintain an image, increase prestige) and freedom ( need for autonomy and independence). But everyone is different, and their values are also different, this explains why buyers can accept various solutions, starting from the brand of the product, its consumer properties, etc.
Motivation in marketing, which determines consumer behavior, is divided into external and internal. Motivation in marketing, which is based on external influence, is determined by the culture of society, belonging to a certain social stratum, group, group communications, while internal motivation in marketing depends on how the consumer perceives and processes the information received, what the consumer is like as a person , what values are the main ones for him, what lifestyle he leads, what resources he owns, as well as the level of consumer awareness about the product and its properties.
Motivation in marketing begins with bringing information about a product or service to the target audience and trying to create in this audience a sense of the need to purchase a product, to form a need for it. Here, the cognitive moment is also important, thanks to which the consumer learns about the existence of the product, and the emotional moment that forms the attitude towards this product (likes or dislikes). Depending on this, intentions are formed and the direction in which the consumer will act is chosen. If he intends to purchase a product that he believes is necessary, he will act in a certain way.
But motivation in marketing is associated not only and not so much with the formation of new consumer needs. Marketing research involves careful consideration of interests and preferences target audiences so that the offered goods fully correspond to them, as well as the possibility of direct impact on the consumer by a set of marketing tools in a situation where a purchase decision is made. The system of motivation in marketing should be built in such a way as to influence the cognitive and emotional spheres of the individual, as well as its behavioral component using a variety of existing means. marketing communication. The motivation in marketing associated with cognitive activity consists in various advertising, window dressing, bringing information about the product to the buyer by any means. Impact on emotional sphere The consumer's personality will be motivated in marketing with the help of PR, all kinds of sales promotion tools, personal sales, fairs and exhibitions, and so on. At the moment of making a decision, motivation in marketing affects the consumer through direct marketing, product presentations, design of a point of sale, and sales promotion.
The effectiveness of marketing personnel management largely depends on the manager's ability to motivate their work. Motivation involves influencing the views of subordinates regarding their work, the actions of superiors, the policies of the enterprise as a whole in such a way that they work tirelessly to achieve the goals of the company. .
The main problem in any enterprise today is the lack of qualified marketing specialists, and there is also a shortage of sales specialists. As a result, the company has to engage in an almost continuous search for personnel. And it's not just about the lack of qualifications of a person - every leader tries to find precisely initiative people. It is also important to retain and set up staff for quality work.
The main motivation factor used in relation to marketing service specialists is material motivation, mainly with the help of wages. The main thing here is that the employee, firstly, knows what he receives money for and, secondly, that he has a real opportunity to earn this money.
At the moment, in AVK LLP, the salary structure of a marketing department specialist consists of a salary and the so-called bonus part.
Bonuses are a very common incentive. The main advantage of bonuses is that the payout amount is fixed. However, this advantage can turn into a disadvantage if the bonus system is not sufficiently developed: the employee understands that even if he increases the volume and quality of the work performed by 3 times (5 times, 10 times), his remuneration will not change. This leads to the fact that the employee gives all the best just enough to get a bonus, but no more.
Therefore, the following system of material motivation for specialists of the marketing department at AVK LLP is proposed: break the incentive system (bonus part) into 3 components:
For the volume of work performed (calculated from the indicators in monetary terms);
For the quality of work performed (determined by the immediate supervisor, the quality, deadlines, standards, labor discipline and etc.)
This scheme should be valid only for ordinary marketing specialists. For the head of this department, the bonus is calculated differently: the basis of the bonus should be gross profit divisions (implementation minus direct costs).
Such a scheme for the head is proposed in order for the head of the marketing service to be interested in economic efficiency department and manage costs (for example, being sensitive to purchase prices for materials and equipment). That is, a person will be motivated not only to do as much as possible, but also to do it as efficiently as possible and at the lowest cost. Thus, he will be interested in increasing the volume and reducing the cost of production.
I would like to emphasize that this system can be entered not only for the head of the marketing service, but also for the heads of all divisions of AVK LLP.
Of course, with the introduction of such a system, the heads of all departments will immediately become interested in the cost structure. But, it is not enough to interest them, we must also give them a tool! To do this, it is necessary to create a system of detailed accounting and classification of costs for each unit. These tasks are solved with the help of the accounting department of the enterprise. Thus, heads of departments will be able to control what and where goes. In addition, it is possible to use a special computer program that will give them access to this data. If you implement this scheme, then after a while it will bear fruit.
In addition to the material system of motivation of the personnel of the marketing service, it is necessary to use non-material factors of motivation. For example:
Social package (payment for vacations, sick leave, for employees with children, this is payment for preschool institutions, interest-free loans to employees for the purchase of various goods);
The possibility of learning;
professional competitions.
Let us consider in more detail the training system that can be implemented at AVK LLP. 3 types of training are expected:
Intra-company training in the specialty - for example, it can be conducted by the head of the marketing department for their specialists;
External training - mainly for managers (for example, management trainings);
Training with the involvement of business partners, for example, it is always possible to invite representatives of the manufacturer of energy-saving and other equipment to train the employees of AVK LLP in the maintenance and operation of these devices.
It was also good for employees to consider getting a higher or second higher education with the help of a company - if the specialization is related to the profile of a person's activity, then AVK LLP could pay up to 50% of the cost of training.
As for holding professional competitions, it is possible to choose the best employees of the company every year. The competition can be held not only within the departments, but also between all employees of the company. Each department can nominate its candidates, and the commission will choose the best employees. Ideally, there should be 7 to 10 people. The criteria for selecting the winner are performance, quality of work and initiative in relation to the case (downtime and hitches often occur in the process of work. And here the employee has two options - he can be indifferent and wait for what happens next, or take the initiative in his own hands and find the means to quickly and efficiently complete the work: make the necessary calls, agree on something). The award is a cash prize, a diploma of the enterprise and a valuable gift.
In addition, you can enter the title of "Best division of the company" - where the annual contribution will be evaluated (according to criteria such as financial indicators, volume and quality of work, attitude towards customers) of each division in the work of the company and the winning division is determined.
A prerequisite for motivating the staff of the marketing department is the possibility of career growth.
Of course, within the framework of this small company, this is a painful issue. However, you can try to solve this problem by introducing additional positions and categories for marketing specialists: for example, an assistant manager for communications and advertising can become a specialist in this area, as well as a leading specialist (in case of expansion of the department and with sufficient experience and skills). Assignment of a certain category occurs according to the results of certification. With an increase in the category, the salary part of the employee's salary and the importance of the work performed by him increase. As a result, motivation increases.
In addition, it is necessary to document the motivation system. Best in salary position. This document should describe in detail what the salary for each position is based on and what it depends on. Approximate calculations are attached to the document - the amount that a person will receive depending on a certain amount of work.
It is recommended to review motivation programs at least once a year or two. At the same time, it is not necessary to make any fundamental changes, it is better to simply “adjust” motivation to the needs of AVK LLP and to the results of its activities.
With these innovations, it is possible to solve production problems - for example, the above opportunity to manage costs as a means of motivating the head of the marketing department. It is better to revise the motivation system in the spring - first we will receive and analyze the results of the annual activity of the entire enterprise, identify problems and, in accordance with the information received, we have the opportunity to revise the motivation system.
This system of motivation of the staff of the marketing department will motivate both ordinary employees and the head of this unit for full-fledged and high-quality work.
The possibilities of this personnel motivation system are interesting, for example, you can also include in the payroll formula not only costs, but also the amount of receivables for completed projects, respectively, the amount of work performed and, as a result, wages will decrease by this amount. As a result, employees should become interested in the causes of debts and can help find ways to eliminate them. You can also include the amount of inventory in the payroll formula so that employees are interested in putting all excess materials into work.
But it is not always possible to achieve the desired effect with incentives. In particular, in case of violation of the rules and standards adopted at the enterprise, the most effective is the deprecation (reduction of the bonus for violations or the complete deprivation of the employee of the bonus). Bonus deprivation cannot be applied simultaneously with other types of penalties (remark, reprimand, dismissal). Therefore, when developing a bonus deduction system, one should be careful and choose those penalties that will be most appropriate for the violations in question and will bring the maximum motivational effect. An exemplary system of penalties is presented in table 18.
Table 18. Bonus deduction system in AVK LLP
If, however, it is decided to introduce bonus deductions for some violations, then this mechanism must necessarily be supported by instruments for monitoring violations. In the simplest case, the responsibility for the timely detection of violations rests with the head of the marketing department.
Based on the analysis of the positive and negative aspects of using the personnel motivation system of the marketing department, the following proposals can be formulated:
1) one should not ignore initiative workers who want to take part in the activities of the enterprise. Eradicate, once and for all, the opinion: "initiative is punishable." It is necessary to single out initiative workers from the rest of the staff and stimulate the development of their professionalism, both materially and morally. The more such workers there are, the higher will be the efficiency of production;
2) the qualification of employees is the most important asset of the company and one of the main factors in achieving goals.
This approach encourages the employee to improve skills, expand the range of his abilities.
Employees experience greater satisfaction from work that has some visible result. Increasing the integrity of a job can be achieved by adding tasks associated with it. These are preparatory or final operations that are performed by different people. Even the process of quality control of work significantly increases the integrity.
