The Research On Affect Of Marketers’ Foreground And Background Behavior On Marketing Performance

The globalization of the economy and the information age is characterized by a wide range of applications of the Internet; the enterprises are facing increasingly fierce market competition. In buyer’s market conditions, to gain more market share and enhance competitiveness, the enterprises pay more and more attention to the marketing activities. At the same time, the marketing performance become to measure business conditions’ key indicators that attracted people’s attention. As for the corporate marketing performance, scholars from these two aspects to study:marketing performance evaluation and marketing performance evaluation method of the research, the research model is relatively simple. Simultaneously, marketers as implementers and promoters of corporate marketing activities closely linked with the company’s marketing performance. Previous studies only from the perspective of human resources to appraise the marketing staff work, as a basis for employee pay and benefits, job transfers. Not do in-depth discussion on the relationship between marketing staff behavior and corporate marketing performance.Currently, study of the behavior of marketers and corporate marketing performance is so still a lack that cited Rugefuman "the foreground, the background theory". On the basis of the compilation of relevant theory, Marketers’foreground behavior and background behavior has been definition and classification. The marketing staff foreground behavior include:Self-discipline, sense of responsibility, execution, teamwork, and customer service awareness and knowledge and skills; the marketing staff background behavior include:The role cognitive abilities and moral cultivation.Selecting the corporate marketing performance evaluation indicator, to make behavior and marketing performance relational model and to provide preliminary research hypotheses. Based on the qualitative theoretical and research hypotheses, using7-point Likert scale to evaluation marketing staff behavior and corporate marketing performance. Marketing manager as the empirical research object. Questionnaire-based survey data, useSPSS17.0and LISREL8.7professional analysis of structural equation modeling software (SEM) inspection of a reliability and validity of the data, verify the assumptions of previous studies. The main conclusions of the study are:the marketers’ foreground behavior has a positive impact on the financial performance of the enterprise, execution and self-regulatory have most significant influence on financial performance, sense of responsibility on the financial performance is not very significant; The marketing staff reception behavior has a positive impact on the enterprise market performance, knowledge\skills and teamwork have most significant influence on market performance; There was a significant positive correlation between corporate financial performance and market performance; Marketing background behavior has a positive impact on the company’s financial performance and market performance, among which the effect of Moral on the financial performance and market performance is most significant.