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Organization Climate for Marketing in Organizations

Considering the history of doing business in many organizations, the performance of activities that direct the flow of goods and services from the organization to the customers has ever been a great challenge to many organizations. Many organizations and companies have entirely depended on a market driven economy instead of an economy that is driven through proper organization and communication in their production and delivery systems in the efforts of enhancing the utility of the customers. As a result of this, organizations have been found struggling to sell what they can produce rather than producing goods and services which can sale.

1. 2 Problem Statement The problem of this study is to determine what organizational procedures can be taken by a company to ensure that the flow of their goods and services are directed smoothly from the company to the esteemed customers. 1. 3 Purpose of the Study The main purpose of this study is to inform company managers and especially those in marketing departments the importance of propagating a good organizational climate in ensuring good quality on their products through quality services offered by the employees.

The study highlights the importance of feeling the efficacy of everyone in the organization for

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the well being of the business procedures. The study aims to show that a well informed staff in the organization enhances the quality of goods and services. Organizational climate promotes what is commonly referred to as internal marketing. The study therefore seeks to bring to attention to all marketing managers the importance of such strategies in marketing through organizational climate. 1. 4 Hypothesis Some would be proposed to the idea that a market driven organization helps very much in meeting the needs of the consumer.

On the other hand, others will stand in support of the idea that marketing needs good organization in the production of good quality products. Many would say that the latter would save the company the extra cost of doing marketing as the goods produced will be saleable. Based on this information, I propose two distinct hypotheses: Hypotheses 1: Majority of the companies would prefer doing marketing through ensuring good organizational climate. Hypotheses 2: The members of staff surveyed will point out some weakness in a market driven economy and make preference for good organizational climate.

1. 5 Study Limitations The study was carried out on small sized industries where a difficult in extrapolating the results to fit in a large organization which is controlled by many factors could be realized. Another limitation was the bias which could have been realized from organizations using the two different approaches in marketing. 1. 6 Definition of Terms Organizational climate – this is the shared opinions and awareness of the policies, procedures, and practices of an organization, both informal as well as formal.

Marketing – this is the performance of business activities that direct the flow of goods from the company to the customer. CHAPTER 2: LITERATURE REVIEW Organizational climate is a very important aspect which involves all members of an organization. Basically, communication forms part of the climates that are needed in any organization. The general idea of the climate of communication is founded in the organizational communication text to the surrounding in which the communication takes place (Patterson, Warr & West, 2004).

This takes into account the communicative phenomena like the receptivity of the management to the working staff as well as the accuracy contained in the information disseminated across departments. For instance, psychological safe climate of communication ensures spontaneous as well as informal communication offering unsolicited information and thereby bridging the differences through suspending support, judgment, trust, mutual respect and openness. This is a situation in which employees feel safe to put forward their views without fear and reserve.

For managers to predict particular behaviors, they should put more emphasis on a particular climate. If the safety climate of the employees is well addressed, the behavior of the employees towards their responsibilities in the organization will be enhanced. What results from such an approach in addressing the welfare of the employees is improved performance which adds an attractive picture to the company’s product in matters of quality and the company in general. Broader outcomes in the business process are well facilitated through the provision of good working climate in the organization.

This step saves the company the time and resources needed in conducting external marketing procedures. Research models have been developed which combines dimensions of climate such as affective, instrumental and cognitive. All these give support in ensuring satisfaction as well as organizational commitment addressing clearly the results of performance of jobs, psychological welfare together with withdrawal. The difference in levels of performance seen in individual employees is attributed to immediate surrounding within which work is being done.

In addition, previous research has confirmed that good company organization has a great impact in the quality of the end product being manufactured by the company. In addition, the psychological well being of an employee has a very big relationship with the performance that is expected thereof. Therefore attitudes of the members of the organization play a very significant role in the work environment together with the outcome levels of the individual employees. In modern organizations, knowledge is taken as one of the chief resources which are strategically vital.

Efficiency in the management of knowledge is a challenge that many organizations have faced in modern times (Rose & Waterhouse, 2004). The use of computer mediated communication (CMC) is a very efficacious way of sharing necessary information within an organization. This helps in involving everyone in the process towards the success of the business or organization. It promotes the employees’ perception towards what they are required to do in the organization. The effective commitment of the employee to the organization, climate of communication together with the utilization of CMC influences positively on the sharing of knowledge.

In addition, CMC use and communication climate are fundamental tools which have been used to improve the employees’ commitment towards the organization. Commitment of employees to the process of production consequently leads to good quality products. The organization will therefore not struggle to sell what it has produced. It now becomes very easy for the organization to dispose off what it has produced. This is only realized through organizational climate (Lafferty & Hult, 2001).

The organizational climate of communication is one of the core conditions necessary in the sharing of information which is a crucial recourse with a strong impact on various outcomes in the contemporary world of business. The position of innovation held by many organizations and companies is not enough to guarantee the success of the business in marketing. There is more communication that needs to be done that highlights the importance of climates of psychological safety among others which promote the well being of the employees in the organization.

This is a very important method which encourages the doing of small things in a great way. With innovations alone and without good organizational climate, the big ideas will be done in a small way and therefore promoting company losses through poor quality products. This is because innovation will only assist in attaining a competitive advantage even though it is not always effective. External marketing will come in during the process to help in the process of disposing the product (Cooper, Cartwright & Earley, 2001).

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