The benchmark personality profile of a marketer in the professional service industry : a conceptual framework

Bosch, Willem Benjamin (2012-03)

Thesis (MBA)--Stellenbosch University, 2012.


ENGLISH ABSTRACT: The purpose of this research is to gain insight into the personalities of marketers and to identify a benchmark personality profile for a marketer in professional service industries. In order to accomplish this, the personality traits required when performing the general marketing role, as well as the personality tests to measure the identified traits, were investigated. A best-fit profile was then selected by matching these traits. The variations in the marketing role between the professional services and the goods industry were then investigated in order to adapt the profile for the specific traits required by professional service industries. The Myers Briggs Type Indicator and 16 Personality Factor scales were identified as the main tests and selected to measure the desired traits for the profile. Additional tests were identified to test for high levels of creativity, high levels of tolerance for ambiguity, strong internal locus of control, high need for achievement, high levels of emotional intelligence and entrepreneurial spirit. When comparing the traits required by the boundary spanning, entrepreneurial role of marketers inside organisations, with the descriptions of each of the 16 Myers Briggs types, the Extrovert, Instinctive, Thinking, Perceiving (ENTP) type was identified as the best-fit profile. A corresponding 16PF profile was constructed and compared using correlations between the two scales. No clashing personality traits could be identified when investigating the mainly relational marketing role requirements of the professional services industries. Replacement of the ENTP type was therefore not justified. Additional traits related to ‘loyalty’ and ‘trust’ were added as further advantages and an investigation into the Myers Briggs type theory identified ways of evaluating it. The subsequent theoretical profile and descriptions were then sent to experienced and practised marketers in the professional services industry, asking them to provide feedback regarding the personality traits of the theoretical profile and the methods followed. Feedback was provided by means of a Likert scale multiple-choice survey that was hosted online as well as private email conversations. The feedback was mostly positive and responses corresponded with the theoretical model with the exception of two specific personality traits of the 16PF in question that opposed the model. Personality tests can serve as a starting point for constructive discussions of individual behaviour and performance of current employees. These tests can be used for coaching, career counselling, conflict resolution, team and organisational development and to predict employee-role "fit". The tests and results can help provide a framework for assessing the ways that different individual personalities contribute to the behaviours that impact performance in the workplace.

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