The course met its expectations. I understood how to build an organizational structure that caters to the needs of the employees and the customers. Besides, I learned how a company could establish a balance between productive and counterproductive organizational behaviors. Another important lesson was the link between employee engagement and organizational outcome. This course made me realize that employee motivation can come from extrinsic factors such as perceived organizational support.
The Likes
I liked the concept of social media marketing since it is a tool that I can relate to directly. I learned about different strategies that companies can use to increase their social media influence. However, I have issues with the concept of business finances since I struggle to interpret financial terms and reports.
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Recommendation
I would recommend an increase in real-life examples of internet marketing strategies. Students can visit companies or interview officials to understand their perspectives on social media marketing.
Strategy to Avoid Unprofitable Customers
A company can avoid the least profitable customers and avoid negative consequences by invoking the screening method. Screening involves lowering the sales incentives to make the products appear unattractive to the unprofitable customers (Banerjee & Thevaranjan, 2019). For example, a company may reduce personal selling services. Instead of having salespeople who can guide and offer technical information to customers, a company can ask the target clients to use the internet to learn about its products. This strategy may turn away some customers. However, there should be adequate communication before introducing this strategy to minimize negative responses. An organization can state that it plans to reduce its operational costs, and thus, customers can learn about the products from the company’s website.
Personal Experience of Feedback System
I have posted a review of a product before. It was during the summer holidays of 2019 when I visited Kitchen Story in San Francisco, CA. The service was exceptional as the waiters were friendly and courteous, and the food was fresh and delicious. Thus, I gave the restaurant a five-star rating and added a positive complement.
References
Banerjee, S., & Thevaranjan, A. P. (2019). Targeting and salesforce compensation: When sales spill over to unprofitable customers. Quantitative Marketing and Economics , 17 (1), 81-104. https://doi.org/10.1007/s11129-018-9208-2
