Marketing Management Principles

This assignment delves into fundamental principles of marketing management. It examines various theoretical frameworks such as the service-dominant logic, the role of consumer self-concept in marketing, and the impact of brand awareness on market outcomes. The assignment also discusses practical applications of these theories, encompassing topics like international marketing strategies and pharmaceutical marketing.

ACADEMIC RESEARCH AND MARKETING

Table of Contents
INTRODUCTION................................................................................................................................3
Task 1....................................................................................................................................................3
Summary ....................................................................................................................................3
Task 2....................................................................................................................................................4
Money is the key employee engagement....................................................................................4
Task 3....................................................................................................................................................6
Comparing and contrast of motivation theories with employee engagement techniques...........6
Conclusion..........................................................................................................................................10
References..........................................................................................................................................12

INTRODUCTION
Academic research is an investigation of study materials and sources to reach out conclusion
as well as figures and facts. Further, marketing management can be defined as a process in which
products and services are moved from its origin point to the consumers. It includes coordination of
price, products, place as well as promotion. Bentley is car manufacturing organisation which
provide effective cars to its consumers in the nation.
TASK 1
Summary
The present case discuss about the nature of employees in the organisation. It also defines
how to apply industrial management in the organization to improve its operations. It describes
conventional management process to harness the human energy for completing requirement of
corporation. To reduce complexities, corporation uses X theory to handle its business activities in its
specific sector. Enterprise is liable for arranging the elements of productive enterprise like people,
equipments, materials as well as money. Management of organisation direct as well as control
employees regarding work. In addition to this, it defined hard and soft approach to manage work of
company. In the first approach, management of organisations can use strict supervision and rules
and regulations for employees to achieve their goals and objectives. On the other side, corporation
can use soft approaches like satisfying needs of staff members and permissive style to manage its
work. Hard approach can create bad impact on the performance of organization in the market. In
addition to this, it also generate resistance in employees regarding work which affect the output of
company. On the other side, by using soft approach, organisation can face many complexities to
manage its operations. Employee can take advantage of soft approach by avoiding the commands
of managers which can also affect its performance and efficiency of firm in the sector.
The present summary also describes that conventional approach is effective or not for
organisations. As per findings, conventional method has many limitations which affect nature of
employees and performance of enterprise very badly. In addition to this, it does not emphasize on
the motivation theories which create bad impact on the performance and efficiency of organisation
as well as staff members. As per suggestions, organisation can include motivation theories which
can help to reduce current complexities at the workplace. Management of corporation can achieve
its goals and objectives in a appropriate manner. Generally, enterprise should use Maslow
motivation theory to improve its performance and productivity of organisations in the market.
Maslow theory can emphasize on various type of needs like of employees psychological,
safety, esteem and belongingness. Further, It can play important role for organisation to sustain
employees for long time. It can also help to increase its efficiency of employees by completing

psychological needs like better salary, incentive as well as house. In addition to this, organisation
can provide effective job security and medical insurance to employees. So Maslow motivation
theory can help the firm to reduce various type of complexities at work by giving proper
motivation. Further, it can help the company to manage its operations which can also contribute
effectively to achieve its profit.
TASK 2
Money is the key employee engagement
Identification of theories
Management of Bentley can use Administrative theory and Human relation theory. These
approaches can help the organisation in employee engagement. It is represented below in the
paragraph.
Administrative theory
Henri Fayol's management theory is a model about how management should communicate
with staff members. Management of Bentley can adopt administrative theory for employee
engagement by providing effective salaries to staff members. This concept contributes effectively to
increase production efficiency and performance of organisation in the auto mobile market. In
addition to this, management of organisation engages its employees through controlling and planing
of production of cars (Brown, Browne and Browne, 2015). Generally administrative theory is
represented below in the paragraph.
Planning: As per the administrative theory, management of Bentley can plan schedule of
manufacturing cars. This approach can help the organisation to manage its organizational work by
developing effective plans through evaluating various factors for future operations in a better way.
Organizing: As per Administrative theory, management of company can organize various activities
as per the planned schedule. Generally, Bentley can do its planning of production process by
managing all raw materials, allocating roles and responsibilities as well as other operations (Jobber
and Ellis-Chadwick, 2012).
Commanding: Bentley can provide effective commands and direction to manage its manufacturing
of cars at the workplace. In addition to this, mangers of organisation can direct its employees as per
planned production which can help to complete goals and objectives in the market. (Krenn, 2011).
Further, it can contribute effective role for management of Bentley organisation to achieve its desire
work from employees as planned.
Coordinating: As per administrative theory, managers of organisation can follow coordinating skill

to increase their abilities in the staff members.(Lehmann, 2014). In addition to this, it can provide
huge reliability for Bentley to achieve its goals and objectives in the market.
Controlling: Organisation can control its manufacturing process through operational managers at
work place. This process ensure that designed activities helps the management of Bentley to
manage its operations at the work.
Relationship with statement
Generally planning, organizing, commanding, coordinating as well as controlling activities
of administrative theory aids the corporation to keep busy its employees by providing effective
amount of work, development of effective skills along with roles and responsibilities at the
workplace. In addition to this, it also help the Bentley to evaluate current performance and desired
performance of employees which contribute effectively to engage them. For management of these
activities, managers of corporation provide effective salaries, bonus and increment to their
employees in regular time intervals (Calco and Veeck 2015). This activity can aid Bentley to
increase production efficiency which reduces the chances of complexities at the workplace.
Statement suitability
As per study of Administrative management theory, I agree with my written statements in
the report. These factors contribute effective role for Bentley to manage its various type of
operations in a appropriate manner.
Scientific theory
Generally, scientific theory was given Frederick Taylor Frederick to improving the
efficiency of the work process in the organization. It is based on a proper and systematic study of
employees, tasks and work behaviour. As per Taylor's, work is divided into the smallest possible
units or sub-tasks to manage the work. In addition to this, it can help the Bentley to achieve desired
output in auto mobile market (Smith, 2014). In addition to this, Scientific theory can contribute
effective role for management of Bentley to improve its production process.
Improved productivity: This concept can improve its productivity of organisation because it can
complete any work by diving task into small parts. Further, it can provide reliability to increase
quality of Bentley products and services (Kotler and Armstrong, 2011).
Increased employee incentive: Scientific theory suggest the firm to provide incentives and extra
remuneration to staff members (Dinnini, 2011). It contribute effective role for employees to keep
interest in the work. Further, it can aid the Bentley to increase its performance and productivity in
auto mobile market.
Better quality control: Management of Bentley can improve its quality in product and services by

adopting scientific approach at the work place. Further, it can help firm to use new quality tools
like total quality management as well as continuous improvements which can aid to improve quality
its products in the market (Jobber and Ellis-Chadwick, 2012).
Better cooperation: Better coordination between management and employees can help the Bentley
to share work. This method can provide huge reliability for staff members to procure goals and
objectives of Bentley in the auto mobile industry. It can offer better opportunities for employees to
gaining better knowledge by sharing their work (French, 2010).
Relationship with statement
Mainly, Improved productivity, Increased employee incentive, Better quality control as well
as cooperation can play important role for management of Bentley to engage the staff members by
providing effective amount of work development of various type of skills. This approach helps the
organisation to increase its their efficiency and performance in appropriate manner (Hollensen,
2015). To get its targets, management of Bentley can offer effective salaries, incentives, increment,
promotions well as bonuses to their staff members.
Statement suitability
According to research of scientific management theory, I am agree with my statements in
the report. These aspect helps the Bentley to handle its different kind of organisational operations as
compared with before (Christopher, Payne and Ballantyne, 2013).
TASK 3
Introduction
Motivation theories help the organization to motivate their staff members towards work. It
contributes effectively for the corporation in future development. Bentley and Jaguar is an auto
mobile organisation which sells luxurious cars to its consumers in the United Kingdom. The present
report introduces the comparison of motivation theories with employee engagement.
Comparing and contrast of motivation theories with employee engagement techniques.
Generally, motivation theories and employee engagement techniques can be used for the
development of staff members in the Bentley and Jaguar.
Introduction
The present report describes the comparison and detail information about motivation and
employees engagement techniques for Bentley and Jaguar organisations.
Employee engagement techniques
Management of Bentley and Jaguar can focus on many employee engagement techniques

such as focus on communication, create motivational culture, feedback mechanism as well as
generation of innovative ideas.
Employee engagement
techniques
Description
Focus on communication Management of both organisation can emphasize on communication
activities which can effectively help to engage its staff members by
providing effective work at the workplace. This process can also help
the Bentley and Jaguar to increase its productivity in the auto mobile
sector.
Create motivation culture Organisations can develop motivational culture by providing effective
opportunities like training and development, describing importance of
organisational goals and objectives to the employees at workplace.
Further, this approach can help Bentley and Jaguar to enhance the level
of employee engagement (Reilly, 2014).
Feedback mechanism Management of enterprises can take feedback from its employees
regarding work. This process can contribute effective for the
organisations to provide appropriate opportunities and resources to its
staff members. Along with this, it also leads to increase the efficiency
and performance of Bentley.
Innovation of ideas Managers of organisations can allocate many type of activities to keep
busy the organisational employees. This process can a help the firms to
get innovative and new ideas from staff members (Foxall, 2014). It can
provide effective help to Bentley and Jaguar for increasing market
growth and share in auto mobile market.
Motivational theories
There are many types of motivation theories such as Maslow, cognitive as well as equity
which are used in the both organisations.
Maslow theory: Generally, management of Bentley and Jaguar can use Maslow theory to motivate
its employees. This theory can help the firms to inspire its employees regarding work at the
workplace. With the help of this theory, companies will be able to complete the five type of needs of

individuals like psychological, safety, belongingness, esteem and self-actualization. For example,
management of Bentley and Jaguar can fulfil psychological needs of their staff members by offering
them food, water and better salary. Further, Both corporations can complete safety needs by
providing medical insurance, job security as well as work safety (Gration, Raciti and Arcodia,
2011). As per the suggestion, management of the companies can use Maslow theory which
contributes effectively to inspire its employees. These activities can help the firms to reduce the
turnover rate of staff members by providing effective advantages.
Cognitive theory: Bentley and Jaguar organisations can utilize cognitive theory which can help to
motivate its staff members. In this process, corporation can use extrinsic and intrinsic motivators to
inspire the organisational employees (Lusch and Vargo, 2014). For example, management of
Bentley and Jaguar can offer better salary, bonus and increment to its staff members which can help
them to increase their motivation level as comparison of previous years. Further, management can
offer internal motivation to their staff members. In addition to this, corporations can provide non-
monetary rewards as well as appreciation letters to its employees (Hollensen, 2015). This process
can aid the Bentley and Jaguar to boost motivation of employees in an appropriate manner.
Equity theory: In this process, organisations can not discriminate with its employees and provides
same level of opportunities to all of them which in turn leads to enhance the motivation level of
them. For example, Bentley can increase the salary of employees as per their skills which can give
proper inspiration to them towards work (Huang and Sarigöllü, 2012). These activities can help the
Bentley and Jaguar to enhance its productivity in the auto mobile industry.
Comparison between motivation theories and employees engagement theories
Motivation theories can be used to inspire the employee regarding work which can help the
management of Bentley and Jaguar to its increase efficiency and performance in auto mobile sector.
For example, management of organizations can increases their income as comparison of previous
years in the auto mobile sector (Huang and Sarigöllü, 2012). On the other side, employee
engagement techniques can be utilized to engage staff members of organizations which can aid to
reduce operations time of them. For example, managers can give various type of jobs as per
discipline of employees which can help the Bentley and Jaguar to boos their their speed in a work.
Motivation method like Maslow theory try to motivate the person by giving monetary and
non monetary awards which help to increase output of Bentley and Jaguar in its sector. There are
many types of rewards like medical policies, salary, increment, bonus, promotion, appreciation as
well as awards which help the employees to realise their actual position in the Both organizations.
On the contrary note, employee engagement techniques cannot provide any type of monetary and
non monetary rewards to staff members in the Bentley and Jaguar (Wilson and Gilligan, 2012).

Further, they can aid to engage the employees to manage work of both corporation which can help
to gain better profit from customers. Better use of Motivation theories can help the staff members
employees to boost their motivation level which can be more beneficial for Bentley and Jaguar to
increase its revenues and income. On the other side, excessive use of employee engagement
techniques can reduce the efficiency and performance of staff members in the organizations. For
example, it can create negative impact on the health of employees in the both corporations. Further,
it can increases turn over rate of staff members in the Bentley and Jaguar (Gnizy and Shoham,
2014).
Motivation theories can increase the honesty of staff members towards both organizations
which can help them to play its roles and responsibility in a appropriate manner. In addition to this,
employee engagement techniques can contribute effective role for staff members of Bentley and
Jaguar to increase its core knowledge and information regarding specific discipline. They can
provide reliability for staff members to manage its operations in a appropriate manner (Christopher,
Payne and Ballantyne, 2013). On the other side, motivation theories do not increase the core
competency of employees as comparison of employee engagement techniques. Motivation theories
can encourage the person to take effective knowledge and information from training and
development program. This activity can help the both organization to increase its productivity in the
market. But employee engagement can provide effective techniques to implement these concepts
and research for development of Bentley and Jaguar. Higher motivation of staff members often
demotivate the other colleagues and team members which can affect the its performance and growth
in the both companies (Crouch and Housden, 2012). On the contrary note, employee engagement
techniques do not create these type of negative impact on the employees. For example, they focus
equally to keep busy the all staff members by providing appropriate job in the Bentley and Jaguar.
In addition to this, High motivation of employee can generate over confidence regarding
work which can be created threat for the both organisations regarding losing efficiency and
performance. It can create negative impact on the brand value as well as image of organizations by
doing unsatisfactory work for its customers. (Leeflang, Wittink,and Naert, 2013). On the other side,
employees engagement techniques do not create over confidence in the employees because they do
not motivate the person very high. So this activity can provide huge flexibility to Bentley and
Jaguar for giving qualitative services and products to its consumers in the market.
Similarities in motivation and employee engagement techniques
Motivation theories can inspire the employees to attempt the second chance which can help
them to complete desired targets of organisations. This process can help the staff members to
increase its confidence and decision-making skills in the both corporations. Further, it can aid the

management of Bentley and Jaguar to design its marketing as well as competitive strategies which
can contribute effectively to enhance their sales of cares in auto mobile industry (Brown, Browne
and Browne, 2015). More ever, employees engagement techniques also inspire the staff members
as comparison of motivation theories. Further, this process helps the goals and objectives of the
organisation with help of employees and it increase efficiency and performance of work.
In addition to this, employees engagement techniques can contribute effective role for staff
members of both corporations to manage its work in adverse and high work load condition. These
methods can provide effective understanding to employees for taking any type decision for welfare
of Bentley and Jaguar. They can give better help staff members to prioritize the work and allocate
fix time on each task which can help both organisations to increase productivity in the auto mobile
sector (Calco and Veeck, 2015). Further, motivation techniques can provide these type of ideas and
concept to complete the organisational task which reduce complexities for Bentley and Jaguar
firms and its employees.
Motivation theories can help the corporations to increase the sustainability of staff members
for long time which can support to develop business strategy. For example, management of
organization can provide effective salary, medical services, promotion and timely increment to staff
members. This method can help the Bentley and Jaguar to take appropriate competitive advantage
in the auto mobile sector (Jobber and Ellis-Chadwick, 2012). On the other side, Employees
engagement techniques can aid the staff members to enhance their innovative skills which can
support the Bentley and Jaguar to increase its profit as well as market share in auto mobile sector.
Comparison of experience of between Bentley and Jaguar organisation
As per research, working system of Bentley organisation is effective than Jaguar
corporation. According to personal experience, management of Bentley take maximum decisions
regarding motivation and employees techniques by conducting proper meeting of employees. On
the other side, Jaguar organisation do not follow these process as comparison Bentley which create
complexities for its employees to manage work at the work place. In addition to this, Bentley
corporation is fully aware concentrated about the motivation and employees engagement techniques
which contribute effectively to increase its output by enhancing its efficiency and performance as
comparison of Jaguar in the auto mobile industry of United Kingdom.
Task Conclusion
As per research, it is found that motivation theories and employees engagement techniques
provide effective knowledge and information to Bentley and Jaguar corporation to develop effective
strategies which help them to achieve effective productivity at the work place.

CONCLUSION
From the report, it is found that present summary also suggests the organisations to use
motivation theory to motivate staff members. Further, Administrative and scientific management
theories help the organisation to engage its employees in a better way. These approaches also play
important role for Bentley and Jaguar firm to increase its performance and efficiency in auto mobile
market. In addition to this, Maslow and cognitive motivation theory contribute effective role for
organisation to motivate the employees. It can be concluded that employees engagement techniques
help the both organisations to engage the staff members in a appropriate manner.

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