Personnel Management and Antimarketing Strategies

Understanding Antimarketing and Consumer Reactions

Antimarketing is the consumer reaction to aggressive marketing that occurs when meeting the demands of consumer opposition. It is considered harmful marketing for the consumer. Example: advertising for timeshares.

The Personnel of the Company

Companies need their workers to have a positive attitude, and this is manifested through:

• 1st: Satisfaction at work
• 2nd: Commitment to work
• 3rd: Commitment to the company

The smart employer must treat workers fairly and help them feel more at ease with continuous formation. The more at ease an employee is in the company, the greater their performance, and therefore, the company benefits more.

The Importance of Worker Motivation

Motivation is very important for the worker. Their attitude depends on:

• Internal constraints: This refers to the individual's character and their preparation.
• External conditions: These are the social and working conditions that affect the worker.

Techniques to Motivate Staff

• Threats: This is a technique that triggers the fear of losing one's job or being punished. It is self-destructive and produces resentment toward the company.
• Awards: These are always welcome and function based on the effort of each employee. Prizes may be in cash, gifts, travel, appliances, etc.
• Participation: This involves power within the organizational structure of the company. Workers must be listened to when they suggest improvements for the company and its products.

Leadership and Influence in the Workplace

Leadership is the ability of an individual to lead and influence other people, positively or negatively. Examples: Hitler and Jesus Christ. The leader is the one who cohesively unites the group, directs, and heads towards objectives, involving other people who accept their orders and having the ability to motivate workers to release enthusiasm and confidence.

Leadership Styles

1. 1st - Authoritarian: Single command without consulting the workers, who merely follow orders without question.
2. 2nd - Participatory: Employees are heard regarding plans and business decisions, but the final word rests with the chief.
3. 3rd - Permissive: The manager has set limits within which the worker enjoys total freedom in the organization and carrying out their work.