The marketing organization has many occupational positions, and frankly, this industry is, called upon by many other industries and organizations. The different methods for performance appraisals within the marketing organization vary with each position. To name a few, there are marketing managers, public relations specialists, and sales representatives. However, within the above occupational positions within the marketing organization using the trait, behavioral, and results methods for performance appraisals, benefits each position differently.

Marketing managers are responsible for formulating, directing and coordinating marketing activities and policies to promote products and services, working with advertising and promotion managers. In addition, marketing managers are also responsible for directing the hiring, training, and performance evaluations of marketing and sales staff and oversee their daily activities amongst other tasks. Because a marketing manager has so many responsibilities, their performance appraisals would be more of the results method, due to their productivity measures, and the management of their objectives, in regards to the productive operations of the business. Based on marketing mangers tasks alone, made the results method more appropriate for this occupational position, because of their high demand.

Public relations specialists are responsible for responding to requests for information from the media or designating another appropriate spokesperson or information source. In addition, public relations specialists are responsible for arranging public appearances, lectures, contests, or exhibits for clients to increase product and service awareness and to promote goodwill. Public relations specialists, must also posses’ individualized traits, such as creativity, leadership and of course being proactive, to take on the role of this often left out occupational position of a company. However, because of their responsibilities, the public relations specialists would be more of the trait method of an occupational performance appraisal. Based on public relations specialists job tasks alone, allowed the trait method to be more appropriate for this occupational position.

Sales representatives are responsible for answering customers’ questions about products, prices, availability, product uses, and credit terms, amongst various other tasks. However, sales representatives are more inclined to the behavioral method, for a performance appraisal. The behavioral method and the “should and should not’s” of a sales representative, in my opinion, is the reason that the behavioral method has been developed; in which, will further enhance the sales representatives development from the behavioral method feedback. Because of their tasks and requirements of their job description, the behavioral method would be more appropriate for this occupational position.