Marketing bán hàng - Chapter 9: Human resource management

Chapter 9Human Resource ManagementRetailing StrategyRetail and Site LocationsChapter 7 and 8Organizational Structure and Human Resource Management Chapter 9Information and Distribution Systems Chapter 10Customer Relationship Management Chapter 11Retail Market and Financial Strategy Chapter 5, 62Objectives ofHuman Resource ManagementShort Term Increasing Employee ProductivityProductivity = Sales/Number of EmployeesLong-TermIncreasing Employee Satisfaction  Reducing Turnover3Human Resource Management Challenges in RetailingWork EnvironmentOpen Long HoursPeak Sales PeriodsEmphasis on Cost ControlEmployeesUnskilledPart-TimeDiverse BackgroundsHigh Turnover4Downward Performance Spiral5Human Resource Triad6Special HR Considerations Facing RetailersNeed for Part-Time EmployeesDemand on Expense ControlChanging Employee DemographicsInternational Human Resourses IssuesRyan McVay/Getty Images7Increasing Workforce DiversityWorkforce employing more minorities, handicapped people and the elderlyOlder workers are more reliable than younger workersCost effective as training and recruitment costs are lowRoyalty-Free/CORBIS8Organizational Design Considerations Specialization Responsibility and Authority Reporting Relationships Defined by Organization Structure9Tasks Performed in a Retail Firm10Strategic Management Tasks Performed in a Retail Firm11Merchandise Management Tasks Performed in a Retail Firm12Store Management Tasks Performed in a Retail FirmMaintain FacilitiesTake InventorySell MerchandiseProvide ServicesDisplay MerchandisePrevent ShrinkageRecruitHire PersonnelTrain EmployeesPlan SchedulesEvaluate PerformanceMotivateRoyalty-Free/CORBIS13Administrative Management Tasks Performed in a Retail Firm Promote the firm, its merchandise and its services Manage human resources Distribute merchandise Establish financial control14Assignment of Responsibility for TasksStrategic – Top Management, Board of DirectorsMerchandise Management – Merchandise DivisionStore Management – Stores DivisionAdministrative – Corporate Specialists15Organization of a Small Retailer16Organization of JCPenney Corporation17Merchandise Division for JCPenney18What does a Buyer do? A buyer is responsible for procuring merchandise and building and maintaining relationshipsThey attend trade and fashion showsThey negotiate with vendors on price, quantities, assortments, delivery dates and payment terms© Digital Vision19Allocator vs. Planner Allocator – responsible for allocating the merchandise and tailoring the assortments in several categories for specific stores in a geographic area. Planner – responsible for the financial planning and analysis of the merchandise category. They develop the budget plan and monitor performance20Buying Organization for Typical Department Store Chain21JCPenney Store Organization22Advantages of Centralized Decision-MakingRetailers can reduce overhead, i.e. fewer managersCoordinating efforts, it can achieve lower prices from suppliersOpportunity to have the best people making decisions© Digital Vision23Disadvantage to CentralizationIt is difficult for a retailer to adapt to local market conditionsIt may have problems responding to local competition and labor marketsPersonnel policies make it hard for local managers to pay competitive wagesRoyalty-Free/CORBIS24Methods for Coordinating Buying and Store ManagementImproving buyer’s appreciation for store environmentBuyers making store visitsAssigning employees to coordinating rolesRoyalty-Free/CORBIS25Motivating and Controlling EmployeesPolicies and SupervisionBehavior Enforced by ManagersIncentivesCommission, BonusOrganization Cultureunwritten rules, normsbehavior enforced by social pressure26Types of IncentivesCommissions on SalesBonusStock OptionsPhotoLink/Getty Images27Use of IncentivesAdvantagesAligns Employee and Company GoalsStrong Motivating ForceDisadvantagesEmployees Only Focus on SalesLess Commitment to Retailer28Developing an Organizational CultureStoriesNordstrom – Hero Service StoresContainer Store – Man in the DesertWal-Mart – Saturday Morning MeetingSymbolsContainer Store – Gumby for FlexibilityCEO Leadership29Building Employee CommitmentBuilding Employee SkillsSelective hiringExtensive trainingEmpowering EmployeesCreating Partnering Relationships with EmployeesReducing Status DifferencesPromotion From WithinBalancing Careers and FamiliesFlex Time, job sharing, day care30Empowerment Empowerment is the process of managers sharing power and decision-making authority with employeesGives employees confidenceProvides greater opportunity to provide service to customers Employees are more committed to firm’s success31Balancing Career and Family Flextime – job scheduling enabling employees to choose the time they work. Job Sharing – Two employees are responsible for a job previously held by one.Childcare assistanceEmployee assistance programsPhotoDisc/Getty Images32Trends in Retail Human Resource ManagementManaging DiversityDiversity TrainingSupport Groups and MentoringCareer Development for PromotionLegal and Regulatory IssuesUse of TechnologyKeith Brofsky/Getty Images33Legal Issues in Human Resources: Overview Equal opportunity and anti-discrimination laws What can (or can’t) be asked Legal rights of a new employee Sexual harassmentPhotoDisc/Getty Images34RegulationsEqual Employment OpportunityCompensationLabor RelationsEmployee Safety and HealthSexual HarassmentEmployee PrivacyDigital Vision / Getty Images35Discriminatory Questions and Suggested Responses: Sex(Asked of women) Do you have plans for having children/a family?“I don’t know at present. I plan on a career and believe my career will be successful with or without a family.”(Asked of women) What are your marriage plans?“If what you are concerned with is my ability to travel or my commitment to my employer, I can assure you that I am quite aware of the job’s responsibilities and personal commitments involved.”(Asked of women) What does your husband do?“I am interested in working becausewhat my husband does is not relevant to my performance for your company.”“My husband’s career and mine dovetail. He has helped me become more effective asand I have helped him become better as”36(Asked of women) What happens if your husband gets transferred or needs to relocate?“My husband’s career will not interfere with my career.”“My husband and I would discuss locational moves at the time they logically came up. At present, our jobs are where we wish to live.”(Asked of women) Who will take care of your children while you are at work?“I have made arrangements so that my family life will interfere as little as possible with my work.”(Asked of men) How would you feel working for a woman?“This would be no problem. I have effectively worked for men and women while in school.”Discriminatory Questions and Suggested Responses: Sex37Discriminatory Questions and Suggested Responses: Age and National OriginHow old are you?What is your date of birth?“I wish to be evaluated on my skills, competence, and experience. Age is irrelevant.”“I feel my age is an advantage at work in terms of the broad-based experiences it has afforded me.”How would you feel working for a person younger than you?“Age does not interfere with my ability to get along with others. I am adaptable and respect supervisors who are knowledgeable and competent.”38Discriminatory Questions and Suggested Responses: Age and National OriginWhere were you born?Where were your parents born?Of what country are you a citizen?“I am a permanent resident of the United States and have legal authority to work here.”“Actually, I am American to the core, and America consists of people from many national origins. I feel like I was born here since it has been my home for so long.”“I am quite proud that my background is ___. My heritage has helped me to deal effectively with people of various ethnic backgrounds.”39Discriminatory Questions and Suggested Responses: Handicaps, Religion, Race or ColorDo you have any handicaps?As a handicapped person, what help are you going to need in order to do your work?“Any disabilities I may possess would in no way interfere with my ability to perform all aspects of this position.”“Actually, I don’t need help doing my work because I have been adequately trained. What I need might be minor adaptations of the work station and a supervisor who hires me for what I can do rather than what I cannot do.”What is your religion? What church do you attend?My religious preference should have no relationship to my job performance.”40Discriminatory Questions and Suggested Responses: Handicaps, Religion, Race or ColorDo you hold any religious beliefs that would prevent you from working certain days of the week?“If working weekends or evenings is actually a part of the job’s requirements, I would prefer to discuss that after we know whether or not I am the person you most wish to hire for this position.”Do you fee that your race/color will be a problem in your performing the job?“I’ve had extensive experience working with people with a variety of backgrounds. A person’s race, whatever it may be, should not interfere in the work environment.”“I do not feel I should be judged on the basis of race or color.”41What Can and Can’t Be Asked: Name, Address or Duration of Residence, and Birthplace, and AgeNameCan “Have you every worked for the company under another name?” “Have you ever been convicted of a crime under another name?”Can’t Former name of applicant whose name has been changed by court order or otherwise.Address or Duration of ResidenceCan Applicant’s place of residence How long has applicant been a resident of the state or cityBirthplaceCan “Can you, after employment, submit a birth certificate of other proof of U.S. citizenship or age?”Can’t Birthplace of applicant Birthplace of applicant’s parents, spouse or other relatives42What Can and Can’t Be Asked: Name, Address or Duration of Residence, and Birthplace, and AgeAgeCan “Can you, after employment, submit a work permit if under 18?” “Are you over 18 years of age?” “If hired, can you provide proof of age? (Or other statement that hire is subject to verification that applicant’s age meets legal requirement.)Can’t Questions which tend to identify applicants 40-64 years of age43What Can and Can’t Be Asked: Religion, Work Days or Shifts, Race or Color, PhotographReligionCan (None)Can’t Applicant’s religious denomination of affiliation, church, parish, paster, or religious holidays observed. “Do you attend religious services or a house of worship?” Applicant may not be told “This is a Catholic/Protestant/Jewish/atheist organization.”Work Days or ShiftsCan Statement by employer of regular hours or shift to be worked.Race or ColorCan (None)Can’t Complexion, color of skin, or other questions directly or indirectly indicating race or color.44What Can and Can’t Be Asked: Religion, Work Days or Shifts, Race or Color, PhotographPhotographCan Statement that photograph may be required after employmentCan’t Requirement that applicant affix a photo to the application form. Request applicant, at his/her option, to submit a photograph. Requirement of photograph after interview but before hiring.45What Can and Can’t Be Asked: Citizenship, National Origin, and EducationCitizenshipCan “If you are not a US Citizen, have you the legal authority to work in the United States? Do you intent to remain permanently in the United States? Statement by employer that if hired, applicant may be required to submit proof of citizenship.Can’t “Are you a citizen of the United States? Whether applicant or parents or spouse are naturalized or native-born United States citizens. Date when applicant or parents or spouse acquired US citizenship. Requirement to produce naturalization papers.Natural OriginCan Languages applicant reads, writes, or speaks fluently.Can’t Applicant’s ancestry, lineage, nationality, national origin, descent, or parentage. Continued.46What Can and Can’t Be Asked: Citizenship, National Origin, and EducationNatural Origin, cont.Can’t Date and arrival in the US or port of entry; how long a resident. Nationality of applicant’s parents or spouse; maiden name of applicant’s wife or mother. “Language commonly used by applicant or what is your mother tongue?” How applicant acquired the ability to read, write, or speak a foreign language.EducationCan Applicant’s academic, vocational, or professional education; schools attended.Can’t Date last attended high school.47What Can and Can’t Be Asked: Experience, Character, Relatives, and Notice in Case of EmergencyExperienceCan Applicant’s work experience. Applicant’s military experience in armed forces of the US, in a state militia (US), or in a particular branch of service.Can’t Applicant’s military experience (general) or type of discharge.CharacterCan “Have you ever been convicted of any crime? If so, when, where, and disposition of the case?”Can’t “Have you ever been arrested?”RelativesCan Names of relatives already employed by company. Name and address of parent of legal guardian if applicant is a minor. Continued...48What Can and Can’t Be Asked: Experience, Character, Relatives, and Notice in Case of EmergencyRelativesCan’t Marital status or number of dependents. Name or address of relative, spouse, or children of adult applicant. “With whom do you reside?” “Do you live with you parents?”Notice in Case of EmergencyCan Name and address of person to be notified in case of accident or emergency.Can’t Name and address of relative to be notified in case of accident or emergency.49What Can and Can’t Be Asked: Organizations, References, Physical, and MiscellaneousOrganizationsCan Organizations, clubs, professional societies, or other associations of which applicant is a member excluding any of the names or the character of which indicates the race, religious creed, color, national origin, or ancestry of its members.Can’t “List all organizations, clubs, and lodges to which you belong.”ReferencesCan “By whom were you referred for a position here?”Can’t Requirement of submission of a religious reference.PhysicalCan “Do you have any physical condition which may limit your ability to perform the job for which you are applying?”Can’t “Do you have any physical disabilities?”50What Can and Can’t Be Asked: Organizations, References, Physical, and MiscellaneousMiscellaneousCan Notice to applicant that any misstatements or omissions of material facts in the application may be cause for dismissal.Can’t Any inquiry that is not job-related or necessary for determining the applicant’s eligibility for employment.51