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案例:企业营销人员素质测评方法案例:企业营销人员素质测评方法 案例,企业营销人员素质测评方法 减小字体 增大字体 作者:佚名 2007-4-21 来源:互联网 发布时间:2007-12-24 18:09:11 确定其综合素质的管理方法。营销人员素质测评的目的在于通过对营销人员全面综合的测评,判断他们是否称职,并以此作为人力资源管理的基本依据,切实保证营销人员的报酬、晋升、调动、培训开发、激励、辞退的科学性。 本文选择S企业营销人员为实例,对其进行素质测评。S企业是一个制造汽车的中型国有企业,在我国经济体制改革初期,原企业销售人员直...

案例:企业营销人员素质测评方法
案例:企业营销人员素质测评方法 案例,企业营销人员素质测评方法 减小字体 增大字体 作者:佚名 2007-4-21 来源:互联网 发布时间:2007-12-24 18:09:11 确定其综合素质的管理方法。营销人员素质测评的目的在于通过对营销人员全面综合的测评,判断他们是否称职,并以此作为人力资源管理的基本依据,切实保证营销人员的报酬、晋升、调动、 培训 焊锡培训资料ppt免费下载焊接培训教程 ppt 下载特设培训下载班长管理培训下载培训时间表下载 开发、激励、辞退的科学性。 本文选择S企业营销人员为实例,对其进行素质测评。S企业是一个制造汽车的中型国有企业,在我国经济体制改革初期,原企业销售人员直转,营销人员是没经过甄选、测评上岗的,人员素质参差不齐。为了适应激烈市场竞争的需要,提高营销队伍的工作绩效和销售业绩,将适合的人放在适合的岗位,对不适合岗位的人员进行培训和开发,因此,通过素质测评为S企业营销队伍配置合格的人员。 一、营销人员素质测评的指标确定 根据营销人员的工作要求确定其测评的指标要素,并分解出可评价因素,如图1所示。 except fibrillation and complex law 2 3. high requirements ( 1) disease and number of contracts number of disease syndrome after cardiopulmonary resuscitation in multiple organ dysfunction syndrome more than 2 2 (2) clinical knowledge, skills required: clinical operations technical contract blood purification technique 2 people ... ... (1) the number of species and number of cases (?) gallstone 2 peptic ulcer ... Clinical technical cases (?) peripheral venipuncture (trainee) 1 lumbar puncture (trainee) 1 Naso-gastric tube placement (internship) 1 (3) foreign language, teaching, research and other requirements: reading English documents, assist in clinical teaching (theory and practice), and participate in clinical research activities. (J) obstetrics and Gynecology 1. Rotary objective: torsion of ovarian tumor, ectopic pregnancy, amniotic fluid embolism and hypertensive disorders of pregnancy, prenatal postpartum haemorrhage, etiology, pathophysiology, clinical manifestations, diagnosis, and treatment; normal delivery process; common gynecological physical examination, after posterior FORNIX of vagina puncture indication and operating methods, obstetric apparatus using methods commonly used. Familiar with: Pregnancy, pregnancy and normal delivery of knowledge spontaneous abortion, premature birth, pelvic inflammatory disease, and genital inflammation, clinical manifestations, diagnosis, and treatment of cervicitis; principles of differential diagnosis and treatment of vaginal bleeding; abdominal amniocentesis indication and operation method; 二、营销人员素质测评方法 本文对S企业营销人员素质测评采用深度访谈法。这种方法的信度和效度较高,基本能反映被测人员的素质状况。深度访谈就是测评者与被测评者直接交谈,了解被测评者素质状况、专业知识、工作能力与个性特征等情况,从而完成对被测评者适应职位的可能性和发展潜力的评价方法。 1,深度访谈方法介绍如图2所示。 2,根据营销岗位的工作要求,确定其深度访谈问题类型如图3所示。 except fibrillation and complex law 2 3. high requirements ( 1) disease and number of contracts number of disease syndrome after cardiopulmonary resuscitation in multiple organ dysfunction syndrome more than 2 2 (2) clinical knowledge, skills required: clinical operations technical contract blood purification technique 2 people ... ... (1) the number of species and number of cases (?) gallstone 2 peptic ulcer ... Clinical technical cases (?) peripheral venipuncture (trainee) 1 lumbar puncture (trainee) 1 Naso-gastric tube placement (internship) 1 (3) foreign language, teaching, research and other requirements: reading English documents, assist in clinical teaching (theory and practice), and participate in clinical research activities. (J) obstetrics and Gynecology 1. Rotary objective: torsion of ovarian tumor, ectopic pregnancy, amniotic fluid embolism and hypertensive disorders of pregnancy, prenatal postpartum haemorrhage, etiology, pathophysiology, clinical manifestations, diagnosis, and treatment; normal delivery process; common gynecological physical examination, after posterior FORNIX of vagina puncture indication and operating methods, obstetric apparatus using methods commonly used. Familiar with: Pregnancy, pregnancy and normal delivery of knowledge spontaneous abortion, premature birth, pelvic inflammatory disease, and genital inflammation, clinical manifestations, diagnosis, and treatment of cervicitis; principles of differential diagnosis and treatment of vaginal bleeding; abdominal amniocentesis indication and operation method; 3,深度访谈结构化问卷 (1)请简单介绍你本人的经历(你在S公司工作了多久了,都从事过什么工作,来S公司以前做过什么,) 测评要点,基本经历,知识背景,综合分析(逻辑思维) 估计时间,5分钟 (2)请介绍一下你所在分公司,区域的业绩、销售和市场情况,你近期的销售业绩下降了是什么原因,上升了是怎么做的, 测评要点,专业知识、责任感、进取心、组织协调 估计时间,15分钟 (3)你所在的地区今年的市场开发是怎样进行的,明年有什么打算, 测评要点,专业知识、计划性、权属感 估计时间,10分钟 except fibrillation and complex law 2 3. high requirements ( 1) disease and number of contracts number of disease syndrome after cardiopulmonary resuscitation in multiple organ dysfunction syndrome more than 2 2 (2) clinical knowledge, skills required: clinical operations technical contract blood purification technique 2 people ... ... (1) the number of species and number of cases (?) gallstone 2 peptic ulcer ... Clinical technical cases (?) peripheral venipuncture (trainee) 1 lumbar puncture (trainee) 1 Naso-gastric tube placement (internship) 1 (3) foreign language, teaching, research and other requirements: reading English documents, assist in clinical teaching (theory and practice), and participate in clinical research activities. (J) obstetrics and Gynecology 1. Rotary objective: torsion of ovarian tumor, ectopic pregnancy, amniotic fluid embolism and hypertensive disorders of pregnancy, prenatal postpartum haemorrhage, etiology, pathophysiology, clinical manifestations, diagnosis, and treatment; normal delivery process; common gynecological physical examination, after posterior FORNIX of vagina puncture indication and operating methods, obstetric apparatus using methods commonly used. Familiar with: Pregnancy, pregnancy and normal delivery of knowledge spontaneous abortion, premature birth, pelvic inflammatory disease, and genital inflammation, clinical manifestations, diagnosis, and treatment of cervicitis; principles of differential diagnosis and treatment of vaginal bleeding; abdominal amniocentesis indication and operation method; (4)你觉得要提高销售业绩,可以采取哪些方法, (如果投入费用作促销、广告,没有这笔钱怎么办,如果总部一定要求完成指标如何,) 测评要点,专业知识、进取心、责任感、组织协调 估计时间,10分钟 (5)估计明年的市场份额,最好的情况能达到多少,为什么,需要什么努力, 测评要点,计划性、组织协调、综合分析 估计时间,5分钟 (6)在你的大客户出现销售异常时,你会采取什么样的措施, 测评要点,风险意识、应变力、责任感 估计时间,5分钟 (7)如果全国汽车的市场份额在好转,你所在地区反而在下降,你该怎么办, except fibrillation and complex law 2 3. high requirements ( 1) disease and number of contracts number of disease syndrome after cardiopulmonary resuscitation in multiple organ dysfunction syndrome more than 2 2 (2) clinical knowledge, skills required: clinical operations technical contract blood purification technique 2 people ... ... (1) the number of species and number of cases (?) gallstone 2 peptic ulcer ... Clinical technical cases (?) peripheral venipuncture (trainee) 1 lumbar puncture (trainee) 1 Naso-gastric tube placement (internship) 1 (3) foreign language, teaching, research and other requirements: reading English documents, assist in clinical teaching (theory and practice), and participate in clinical research activities. (J) obstetrics and Gynecology 1. Rotary objective: torsion of ovarian tumor, ectopic pregnancy, amniotic fluid embolism and hypertensive disorders of pregnancy, prenatal postpartum haemorrhage, etiology, pathophysiology, clinical manifestations, diagnosis, and treatment; normal delivery process; common gynecological physical examination, after posterior FORNIX of vagina puncture indication and operating methods, obstetric apparatus using methods commonly used. Familiar with: Pregnancy, pregnancy and normal delivery of knowledge spontaneous abortion, premature birth, pelvic inflammatory disease, and genital inflammation, clinical manifestations, diagnosis, and treatment of cervicitis; principles of differential diagnosis and treatment of vaginal bleeding; abdominal amniocentesis indication and operation method; 测评要点,专业知识、进取心、组织协调、责任感、应变力 估计时间,5分钟 (8)你手下有多少业务人员,你怎么鼓励他们做好销售,完成销售指标, 测评要点,组织协调、人际交往 估计时间,5分钟 (9)如果S公司陷入了困境,你认为该怎么办, 测评要点,计划性、综合分析、风险意识 估计时间,8分钟 (10)中国加入WTO后,你认为对中国的汽车行业有什么影响,对S公司有什么影响, 测评要点,综合分析能力、专业知识 except fibrillation and complex law 2 3. high requirements ( 1) disease and number of contracts number of disease syndrome after cardiopulmonary resuscitation in multiple organ dysfunction syndrome more than 2 2 (2) clinical knowledge, skills required: clinical operations technical contract blood purification technique 2 people ... ... (1) the number of species and number of cases (?) gallstone 2 peptic ulcer ... Clinical technical cases (?) peripheral venipuncture (trainee) 1 lumbar puncture (trainee) 1 Naso-gastric tube placement (internship) 1 (3) foreign language, teaching, research and other requirements: reading English documents, assist in clinical teaching (theory and practice), and participate in clinical research activities. (J) obstetrics and Gynecology 1. Rotary objective: torsion of ovarian tumor, ectopic pregnancy, amniotic fluid embolism and hypertensive disorders of pregnancy, prenatal postpartum haemorrhage, etiology, pathophysiology, clinical manifestations, diagnosis, and treatment; normal delivery process; common gynecological physical examination, after posterior FORNIX of vagina puncture indication and operating methods, obstetric apparatus using methods commonly used. Familiar with: Pregnancy, pregnancy and normal delivery of knowledge spontaneous abortion, premature birth, pelvic inflammatory disease, and genital inflammation, clinical manifestations, diagnosis, and treatment of cervicitis; principles of differential diagnosis and treatment of vaginal bleeding; abdominal amniocentesis indication and operation method; 估计时间,8分钟 (11)国外的一个汽车厂家所产汽车原定的售价是6000美金一台,实际销售时只卖到4000美金,为什么, 测评要点,综合分析能力、专业知识 估计时间,5分钟 (12)如果你所在地区的汽车在降价促销,而S公司总部要求保持其市场定位,你又要完成指标,你该怎么办, 测评要点,权属观念、专业知识、计划性 except fibrillation and complex law 2 3. high requirements ( 1) disease and number of contracts number of disease syndrome after cardiopulmonary resuscitation in multiple organ dysfunction syndrome more than 2 2 (2) clinical knowledge, skills required: clinical operations technical contract blood purification technique 2 people ... ... (1) the number of species and number of cases (?) gallstone 2 peptic ulcer ... Clinical technical cases (?) peripheral venipuncture (trainee) 1 lumbar puncture (trainee) 1 Naso-gastric tube placement (internship) 1 (3) foreign language, teaching, research and other requirements: reading English documents, assist in clinical teaching (theory and practice), and participate in clinical research activities. (J) obstetrics and Gynecology 1. Rotary objective: torsion of ovarian tumor, ectopic pregnancy, amniotic fluid embolism and hypertensive disorders of pregnancy, prenatal postpartum haemorrhage, etiology, pathophysiology, clinical manifestations, diagnosis, and treatment; normal delivery process; common gynecological physical examination, after posterior FORNIX of vagina puncture indication and operating methods, obstetric apparatus using methods commonly used. Familiar with: Pregnancy, pregnancy and normal delivery of knowledge spontaneous abortion, premature birth, pelvic inflammatory disease, and genital inflammation, clinical manifestations, diagnosis, and treatment of cervicitis; principles of differential diagnosis and treatment of vaginal bleeding; abdominal amniocentesis indication and operation method; 估计时间,5分钟 4,深度访谈结束后,测评者填写评分表见表1所示。 5.深度访谈 总结 初级经济法重点总结下载党员个人总结TXt高中句型全总结.doc高中句型全总结.doc理论力学知识点总结pdf (1)访谈历时两周半,51名被测人分为9个小组,前两周为每周3组,每组6人,每半天测试 2人(测试时间为每周一、三、五全天和二、四、六上午),最后3组为每组5人,从第三周开始,周一至周三每天上午测试2人,下午测试3人。 (2)访谈进行顺利,被测人员绝大多数都能较积极配合回答问题,和主试人进行较好的双向交流。对极少数配合不太积极者,主试人通过各种类型问题的交叉提问考察了所要测评的因素。 总结,深度访谈进行顺利,测评者在评价中剔除年龄、经历、经验影响对被测评者各项因素进行独立客观的评判,测评的结果是可信的。 三、营销人员素质测评权重分配方法 对S企业营销人员进行深度访谈测评时,主要是从管理素质和业务素质两方面进行的,管理素质和业务素质都包括10种要素,即组织协调能力、综合分析能力、人际技巧,意识、权属观念、专业知识、风险意识、计划性、责任感、进取心、应变能力,只是它except fibrillation and complex law 2 3. high requirements ( 1) disease and number of contracts number of disease syndrome after cardiopulmonary resuscitation in multiple organ dysfunction syndrome more than 2 2 (2) clinical knowledge, skills required: clinical operations technical contract blood purification technique 2 people ... ... (1) the number of species and number of cases (?) gallstone 2 peptic ulcer ... Clinical technical cases (?) peripheral venipuncture (trainee) 1 lumbar puncture (trainee) 1 Naso-gastric tube placement (internship) 1 (3) foreign language, teaching, research and other requirements: reading English documents, assist in clinical teaching (theory and practice), and participate in clinical research activities. (J) obstetrics and Gynecology 1. Rotary objective: torsion of ovarian tumor, ectopic pregnancy, amniotic fluid embolism and hypertensive disorders of pregnancy, prenatal postpartum haemorrhage, etiology, pathophysiology, clinical manifestations, diagnosis, and treatment; normal delivery process; common gynecological physical examination, after posterior FORNIX of vagina puncture indication and operating methods, obstetric apparatus using methods commonly used. Familiar with: Pregnancy, pregnancy and normal delivery of knowledge spontaneous abortion, premature birth, pelvic inflammatory disease, and genital inflammation, clinical manifestations, diagnosis, and treatment of cervicitis; principles of differential diagnosis and treatment of vaginal bleeding; abdominal amniocentesis indication and operation method; 们各自的权重不同。为避免相关性的影响,管理素质和业务素质只对权重大的前6个要素 进行计算。具体计算方法见表2、表3、表 4所示。 根据表2和表3的计算对权重进行调整确定最终权重见表4。 为避免相关性的影响,对管理素质和业务素质各取权重大的前6个因素进行最后分 析。 except fibrillation and complex law 2 3. high requirements ( 1) disease and number of contracts number of disease syndrome after cardiopulmonary resuscitation in multiple organ dysfunction syndrome more than 2 2 (2) clinical knowledge, skills required: clinical operations technical contract blood purification technique 2 people ... ... (1) the number of species and number of cases (?) gallstone 2 peptic ulcer ... Clinical technical cases (?) peripheral venipuncture (trainee) 1 lumbar puncture (trainee) 1 Naso-gastric tube placement (internship) 1 (3) foreign language, teaching, research and other requirements: reading English documents, assist in clinical teaching (theory and practice), and participate in clinical research activities. (J) obstetrics and Gynecology 1. Rotary objective: torsion of ovarian tumor, ectopic pregnancy, amniotic fluid embolism and hypertensive disorders of pregnancy, prenatal postpartum haemorrhage, etiology, pathophysiology, clinical manifestations, diagnosis, and treatment; normal delivery process; common gynecological physical examination, after posterior FORNIX of vagina puncture indication and operating methods, obstetric apparatus using methods commonly used. Familiar with: Pregnancy, pregnancy and normal delivery of knowledge spontaneous abortion, premature birth, pelvic inflammatory disease, and genital inflammation, clinical manifestations, diagnosis, and treatment of cervicitis; principles of differential diagnosis and treatment of vaginal bleeding; abdominal amniocentesis indication and operation method; except fibrillation and complex law 2 3. high requirements ( 1) disease and number of contracts number of disease syndrome after cardiopulmonary resuscitation in multiple organ dysfunction syndrome more than 2 2 (2) clinical knowledge, skills required: clinical operations technical contract blood purification technique 2 people ... ... (1) the number of species and number of cases (?) gallstone 2 peptic ulcer ... Clinical technical cases (?) peripheral venipuncture (trainee) 1 lumbar puncture (trainee) 1 Naso-gastric tube placement (internship) 1 (3) foreign language, teaching, research and other requirements: reading English documents, assist in clinical teaching (theory and practice), and participate in clinical research activities. (J) obstetrics and Gynecology 1. Rotary objective: torsion of ovarian tumor, ectopic pregnancy, amniotic fluid embolism and hypertensive disorders of pregnancy, prenatal postpartum haemorrhage, etiology, pathophysiology, clinical manifestations, diagnosis, and treatment; normal delivery process; common gynecological physical examination, after posterior FORNIX of vagina puncture indication and operating methods, obstetric apparatus using methods commonly used. Familiar with: Pregnancy, pregnancy and normal delivery of knowledge spontaneous abortion, premature birth, pelvic inflammatory disease, and genital inflammation, clinical manifestations, diagnosis, and treatment of cervicitis; principles of differential diagnosis and treatment of vaginal bleeding; abdominal amniocentesis indication and operation method; 四、营销人员素质测评结论 通过对S企业营销人员素质测评综合分析得出如下结论, 1,对S企业营销人员进行素质测评,了解本企业营销人员的综合素质状况,进行合理的职位安排,把合适的人放在合适的岗位上,可以提高企业的市场竞争能力。 2,由于营销人员素质测评要花费一定的时间和费用,企业在测评之前要进行充分的准备,安排好营销人员的时间,以保证测评工作的正常进行。 3,根据营销人员不同职位的工作要求,设计不同的指标要素,并根据指标要素设计不同权重,有利于提高素质测评的科学性。 4.企业营销人员素质测评深度访谈法分别测试人员素质的不同层面,综合计算分析测评人员素质,其信度和效度很高。 5,深度访谈测评方法技术性较强,测评者在进行测评之前,一定要进行专业的测试技术培训,否则,很难保证其测评结果的科学性和准确性。 6,深度访谈结构化问卷的设计应包含访谈内容的11个基本要素,其访谈结论的正确except fibrillation and complex law 2 3. high requirements ( 1) disease and number of contracts number of disease syndrome after cardiopulmonary resuscitation in multiple organ dysfunction syndrome more than 2 2 (2) clinical knowledge, skills required: clinical operations technical contract blood purification technique 2 people ... ... (1) the number of species and number of cases (?) gallstone 2 peptic ulcer ... Clinical technical cases (?) peripheral venipuncture (trainee) 1 lumbar puncture (trainee) 1 Naso-gastric tube placement (internship) 1 (3) foreign language, teaching, research and other requirements: reading English documents, assist in clinical teaching (theory and practice), and participate in clinical research activities. (J) obstetrics and Gynecology 1. Rotary objective: torsion of ovarian tumor, ectopic pregnancy, amniotic fluid embolism and hypertensive disorders of pregnancy, prenatal postpartum haemorrhage, etiology, pathophysiology, clinical manifestations, diagnosis, and treatment; normal delivery process; common gynecological physical examination, after posterior FORNIX of vagina puncture indication and operating methods, obstetric apparatus using methods commonly used. Familiar with: Pregnancy, pregnancy and normal delivery of knowledge spontaneous abortion, premature birth, pelvic inflammatory disease, and genital inflammation, clinical manifestations, diagnosis, and treatment of cervicitis; principles of differential diagnosis and treatment of vaginal bleeding; abdominal amniocentesis indication and operation method; 性和客观性是与问卷的构成是否科学直接相关的,因此,问卷的设计十分重要。 7,深度访谈测评方法权重设计的合理性,其关键取决于各部分指标权重的大小,因 此,随着企业对营销人员素质要求的变化及市场竞争的加剧,要及时调整指标设置,重新 划定指标权重,形成动态的指标权重体系。 except fibrillation and complex law 2 3. high requirements ( 1) disease and number of contracts number of disease syndrome after cardiopulmonary resuscitation in multiple organ dysfunction syndrome more than 2 2 (2) clinical knowledge, skills required: clinical operations technical contract blood purification technique 2 people ... ... (1) the number of species and number of cases (?) gallstone 2 peptic ulcer ... Clinical technical cases (?) peripheral venipuncture (trainee) 1 lumbar puncture (trainee) 1 Naso-gastric tube placement (internship) 1 (3) foreign language, teaching, research and other requirements: reading English documents, assist in clinical teaching (theory and practice), and participate in clinical research activities. (J) obstetrics and Gynecology 1. Rotary objective: torsion of ovarian tumor, ectopic pregnancy, amniotic fluid embolism and hypertensive disorders of pregnancy, prenatal postpartum haemorrhage, etiology, pathophysiology, clinical manifestations, diagnosis, and treatment; normal delivery process; common gynecological physical examination, after posterior FORNIX of vagina puncture indication and operating methods, obstetric apparatus using methods commonly used. Familiar with: Pregnancy, pregnancy and normal delivery of knowledge spontaneous abortion, premature birth, pelvic inflammatory disease, and genital inflammation, clinical manifestations, diagnosis, and treatment of cervicitis; principles of differential diagnosis and treatment of vaginal bleeding; abdominal amniocentesis indication and operation method;
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