The aims of internal marketing:
Many commentators and marketing theorists have over the years been trying to provide a precise definition of the concept of internal marketing. Their efforts in doing so proved to be unsuccessful due to the development of different schools of thoughts with different opinions as to what constitutes internal marketing. Be that as it may; Wilson et al (2008, p.280); Describe internal marketing as; “A complex combination of strategies needed to ensure that service employees are willing and able to deliver quality services and that they stay motivated to perform in customer orientated, service minded ways.” They go on to suggest that; “By approaching human resource decisions and strategies from the point of view that the primary goal is to motivate and enable employees to deliver successfully customer-orientated promises, an organization will move towards delivering service quality through its people.” This point is also backed up by Grönroos when discussing the topic who points out that internal marketing should be concerned with; “Understanding the employees role in the total relationship with a customer and of each and everyone’s role and tasks in maintaining and enhancing this relationship.” (Grönroos, 2007, p.396).
Employee as customer
Berry first came up with the concept of treating employees as internal customers in the early 1980’s. He viewed jobs as internal products and used marketing techniques to improve these products. “Applying the philosophy and practice of marketing to people who serve external customers so that the best possible people can be employed and retained and that they will do the best possible work.” (Berry, 1980). This theory was based on the notion that in order ...
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...of internal marketing:
The initial concept of internal marketing, lead authors to address the practical methods of applying marketing internally within an organisation; with the intention is to facilitate the implementation of marketing plans and strategies.
Employees in service organisations, especially the front-line personnel, have an immediate effect on customer satisfaction. It is in this context that the concept of internal marketing has been developed.
Various commentators on the subject believe that internal marketing should offer a vision to all employees and that this vision should be successfully communicated. Essentially employees need to understand how their work contributes to the organization and they need to understand and believe in the goals to which they contribute (Berry and Parasuraman, 1991; Cahill, 1995; Kotler & Keller, 2006).
Successful marketing strategies are very important as it determines whether the organizations can materialize the benefits and strengths of their products and improve their revenue and profitability. Marketing strategies are heavily impacted by the external opportunities and weaknesses, as well as the internal strengths and weaknesses of the organization. Based on this information, companies have to segment the big market into small segments and divide their products into homogeneous batches to target each segment separately. Furthermore, the organizations have to design important marketing mix, including product, price, place, and promotion to make sure that their products are well received by the customers. All of these aspects are very important for organizations realize the potential from their products and achieve the competitive advantages in the competitive market.
Churchill, Jr., Gilbert A., and J. Paul Peter. Marketing: Creating Value for Customers. Burr Ridge: Austen Press, 1995.
Marketing managers are also tasked with the responsibility of “wringing the pennies out of the activities.” Basically, they are responsible for and add value to their activities that will contribute to a higher value in the mind of their consumers. Managers must understand the role of their supply chain to accommodate international customer prefer...
However, Lings and Greenley suggest utilizing an internal market orientation to strengthen the organization’s overall market orientation (2010). An internal market orientation is “a philosophy of valuing and treating employees as an intermediate set of customers inside the firm and enhancing the value provided to employees with the aim of encouraging them to enact the organizations’ marketing objectives” (Lings & Greenley, 2010, p. 323). Thus, valuing employees and inculcating them with a customer orientation attitude improves the firm’s market orientation and overall competitive advantage. While current research linking internal marketing to a market orientation is limited, the general benefits of valuing and listening to customers can be directly attributed to a successful market orientation
The marketing concept's ultimate goal in essence is to satisfy an organisation's clientele, while at the same time enabling the company to survive and prosper. It stresses consumer-orientation in all facets of a company's operation. It also emphasises adoption of a cross-functional perspective so that everyone within the organisation can have some impact on the organisation's success in both the profitability and at the consumer level. (Zikmund / D'Amico 2002)
The purpose of this section of this report is to define the marketing concept; to explain what it means to be a market-orientated organisation; and to show that Tesco’s appear to be a successful, market-orientated company. Furthermore, that Tesco’s employ strategic relationship marketing to offer value to customers’; and achieve higher revenues and brand loyalty in return. Finally, to explain that being market oriented may also have some disadvantages if not carried out effectively.
The internal business perspective. Managers need to focus on those critical internal operations that enable them to satisfy customer needs. They must answer the question, “What must we excel at?” Paradigm is faced with stiff competition from several large companies. Paradigm would do well to concentrate on the areas of greatest impact on customer satisfaction.
Given the changing market environment, the need for more efficient and cost effective marketing strategies has induced changes to the way marketers conduct their marketing activities and led to the adoption of more integrated approaches (Dewhirst & Davis, 2005). The consequence has been the adoption of a more holistic customer oriented approach to conducting marketing communication activities, a process often known as Integrated Marketing Communications (IMC) (Dewhirst & Davis, 2005).
Cross functional and customer oriented boundary spanning marketing activities is needed in order to align internal resource with external.It is noticed that marketing generate value throught fulfilling three types of customer connections such as :
(K, Evans 2014) says that external marketing communication allows companies to stay in touch with customers and provides a channel for customer input while also indentifying and exploiting sales opportunities. The writer would recommend that 3M either improve their marketing or hire an outside marketing team to aid them, the company is currently performing very well but the writer feels there is room for improvement in this area.
An internal sales force is a company who uses their own employees to sell a product they have produced. They are employed by the organization and receive a salary, no matter if the product is successful or not. The externalized labor market consists of independent contractors who agree to sell the product for the company for this they receive a commission according to the amount of products sold. Companies who have greater difficulty in evaluating a salespersons performance are more likely to substitute surveillance for commission as a control device (Ande...
Since more than 25 years the idea of internal marketing has been discussed in a wide range of the academic literature. The confusion has been further increased several practitioners and researchers over the years as there is a great confusion about its exact definition but today IT is described as activities, actions and managerial directions an organization tool to attempt and inspire and generate employee and other shareholder to support programmes and processes that can help organization to achieve their goals and objectives. As we look its relatively short history, internal marketing has developed along three separate and distinct tracks. The early method suggested by Berry in the 1970 as he was working in the area of services marketing, he developed the idea that people were the most common classification for service delivery and their actions had a major impact on customers relation and retention. Later in the 1980, Gronroos introduced Scandinavian idea into internal marketing. He, Gummenson and other practitioners argued that the employee was an important part of overall product or service delivery comparison developed by marketing firm. Gronroos proposed that every employee should be trained as marketer- that’s include cross-selling or working with the customer retention skills that would enable them to build a good customer relationship management. The stability of the firm what is considered...
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
The employee experience has become increasingly important in HR management because of evolving business trends such as peer-to-peer sharing, high turnover rates and competitive recruiting practices. The employee journey begins before a job applicant even decides to apply, and it continues after the employee leaves the company as an alumnus. In today’s customer-centric marketing, the employee experience has become just as important as the customer journey because satisfied employees provide better customer service and generate staff and customer referrals.