For marketers to build morale of the arena.docVIP

 PAGE \* MERGEFORMAT 12 For marketers to build ‘morale of the arena’ For so many years of Watson Pharmaceuticals Inc., in the recent three years of marketing performance has been unsatisfactory, not only the marketing performance of a slip and then slide, and the churn rate also increased significantly. Marketing, the enthusiasm is not high, one a dispirited, low morale, and the marketing team instability, high staff turnover, the company seems to have losses. Watson’s plight to the brink of one of the most important reason is because of the lack of marketing staff ‘morale’ caused by, resulting from the reasons for the low morale of marketing staff are multi-faceted: 1, Huaxin the vast majority of the company’s marketing meetings a mere formality, neither a clear theme, nor a strict meeting procedures, a few weeks, several months later, sales meeting is still the same old tune, some cliches, while the marketing advice, suggestions, problems, difficulties in the majority can not be resolved. Since then, the marketing meeting into the company’s boss to sing monologue, marketing officer at the meeting showed a clear negative slack mood. 2, Watson companies in marketing, staff training prior to marketing staff is not a detailed analysis of each individual situation, needs, problems, only from the company’s interests, aims and objectives of each phase of training has not been marketing staff’s understanding and recognition a result, a company’s marketing staff were not enthusiastic about the training, but its treated as a company’s errand to deal only. 3, in order to improve the marketing, staff motivation and passion for work, incentive marketing team, the company developed a new incentive mechanisms, however, after the enactment of the incentive policies, did not receive a positive response from marketers, with little effect. Because the marketing people think this tempting fruit is simply Zhai miss it. They have no confidence in the company’s products, produc