The Research On Relationship Between The Marketers' Competency And Job Performance

In the process of the development of the society, people become the important forcethat promotes social progress, rich and strong. The competition between countries thatonce mainly contained economic and military competition has evolved into the talentcompetition. In the competition between enterprises, has turned the richness of materialresources and the advanced producing technology to rely on the talent competition.Enterprises need to survive, it cannot leave the sale of product or service, no sales, noincome, it will cease to exist because of no income. Marketers is the persons that plan andsale product or service of the enterprise, they are the basement of the development of theenterprise. The research of the marketers' competency can help enterprises to manage themarketers more effectively, and the exploration of the relationship between marketers'competency and job performance can provide guidance for the construction of marketers'team, it can point out the behaviors that can promote job performance, and thecharacteristics that have less impact on job performance. It can provide a reference for theenhancement of the marketers' ability, marketers can recognize their own shortcomings, aswell as the gap.This study from the point of enterprise marketers' competency, on the basis oftheoretical analysis we combine with empirical research, analyze marketers' competencyelements, construct marketers' competency model, and then we study the relationshipbetween the elements of competency and performance. Through the above research, themain conclusions of this paper are as flows.This paper establishes marketers' competency model that contains six dimensions,management and decision ability, market development ability, interpersonal ability,communication skill, professional knowledge and personality traits. Management anddecision ability includes decision-making ability, planning ability, organization andcoordination ability, organizational ability, customer relationship management and overallconcept six elements. Market development ability includes market operation, marketexpansion and new product introduction and promotion three elements. Interpersonalability includes interpersonal influence, relationship cultivation and affinity three elements.Communication skill includes language, business negotiation, public relation ability andso on. Professional knowledge includes industry and product knowledge two elements.Personality traits include tough, honesty, patience and sense of responsibility fourelements. This paper analyzes the relationship of the marketers' competency characteristicelements with performance. Each dimension has significantly positive correlation withtask performance, the coefficient of market development ability in the regression analysisis biggest that means it has the strongest effect on task performance. Each dimension hassignificantly positive correlation with relationship performance, interpersonal ability hasstrong influence on relationship performance. It also finds there is positive correlationbetween task performance and relationship performance.