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Table of content
Introduction………………………………………………………………………………..1
Internal Marketing………………………………………………………………………..2
Market Orientation……………………………………………………………………….2
Internal Marketing within the organization…………………………………………….4
Conclusion…………………………………………………………………………………5
List of References…………………………………………………………………………6
1. Introduction
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...
... middle of paper ...
...a reasonable deal on pay or in any rewards system centred on the length of service or performance.
Conclusion
List of References
Geoff Lancaster, P. R. (2004). Marketing. New York: Palgrave Macmilan. http://themarketingconcepts.blogspot.co.uk/2013/01/internal-marketing.html. (2013, January 20). Retrieved from Marketing blog: themarketingconcepts.blogspot.co.uk http://www.emeraldinsight.com/journals.htm?articleid=17089161. (2013). Retrieved from Emerald: http://www.emeraldinsight.com/journals.htm?articleid=17089161
Lancaster, G. (2002). Essentials of marketing . London: McGraw-Hill.
Micheal R. Czinkota, M. K. (2001). Marketing Management. Cincinnati: South-Western college Pub.
Mullins, L. (2013). Management and organizational behaviour. Harlow: Financial Times Prentice Hall.
Philip Kotler, G. A. (2008). Principles of Marketing. New York : Harlow.
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.
The working environment faces fresh and new graduates every time. In today’s rapid pace working environment more and more young and aspiring graduates joins the workforce in hope to fulfill their needs. Many a times, we see corporate players decide to focus more on their direct customers also known as their paying customer due to the being their revenue generator. There are extensive studies and research on how to retain the said customers by providing them with immense customer satisfaction. However, companies sometimes do neglect their indirect customers or their employees. These employees are the backbone of any company as the play an important role in keeping the company going.
Employees are the frontline presence for the company and are typically the first contact that customers interact with. With a basic understanding of marketing concepts employees can come to work with a different mindset. Instead of just coming to work to perform a task, employee could come to work ready to promote and advance the company on top of their required work. Marketing can be both a beneficial and detrimental thing to a company, especially a university. If employees do not understand how marketing works, then they could be display bad attributes or detrimental information to the consumer without realizing it. Employee with an understanding of marketing have a better chance of pinpointing these bad points of performance and fixing them. When a company is seen in a bad light, marketers have the challenging job of changing that bad connation to a positive light. If employees understand marketing concepts and can help markets fix them then less money is spent on damage
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.
Marketing is considered to be the most visible functional activity of profit-seeking organisations . However, for the appliance of a new Marketing Strategy, many changes have to be done as far as it concerns the complete infrastructure of an organisation, as well as the corporational beliefs and values.
This report will analyse J.H Whittaker and Sons internal and external business environment. In doing this, potential market segments will be identified with the intention of guiding Whittaker’s as to how they should communicate the benefits of their products to potential customers. Limitations occur in regards to the data collected throughout the report, as some of the most recent figures to be found on the Internet are from 2010. Therefore we must assume that these figures are still accurate to present day.
Marketing can be define as “the process of creating, distributing, promotion and pricing goods, services and ideas to facilitate satisfying exchange relationships with customers in a dynamic environment” (Pride et al. 2007). Marketing concept shows an organisation always try to provide goods and services to satisfy consumers’ needs and wants. It may help the organisation to achieve their goals. The evolution of marketing concept is from production orientation to sales orientation, continuously it becomes market orientation and societal market orientation (Pride et al. 2007). So, the purpose of this essay is to discuss what market orientation is and whether market orientation is sufficient for business success in the business world. This essay has divided into three parts, which are introduction, body and conclusion.
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.
"Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." (Kotler et al, 2003:13). Marketing is a key aspect within a business and has several different functions. Some of these functions include, research, analysis, promotion, pricing and distribution. These functions lead into the evolution of the five alternative concepts under which organisations conduct marketing activities. The concepts include the production concept, the product concept, the selling concept, the marketing concept and the societal marketing concept.
Marketing is one of the significant aspects, which is considered by every organisation for global expansion. It is important for the business to manage its marketing structure to promote the products to the new market. Moreover, the concept of marketing is vital as it is based on the targeted market and the type of the product to be promoted. In this regard, it is stated that, one of the marketing agencies has been requested by a global chocolate manufacturer to work with them for the launch of a chocolate bar. The chocolate manufactured by the company is dark in nature and is of good quality with 150gm of weight. The objective of the company is to launch the chocolate in South America for a prosperous venture. The target market for the dark chocolate is the ageing population over the age of 65 years. The aim of the company is to launch the chocolate bar in South America targeting at the over 65’s market (Cant & et. al., 2009).
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.
For a marketing orientated business, the findings from any research will be put to use primarily to aid the business in satisfying the needs and wants of its customers; this type of business has become more popular since 1970, where prior to this business’ were production orientated (until the 1950’s) where the business was concerned with improving its distribution methods, and product orientated (until the 1960’s) where the business’ main concern was the product rather than the satisfaction of the customer. The idea of a marketing orientated business has been explored by Fahy and Jobber (2012) who concurred that a market orientated business is one that considers its customers and the external environment to be an intricate part of the business; This type of business will explore the different aspects of the external environment, and take from its observations ways in which it can continue to trade in an effective, profitable way. A marketing orientated business will also use its findings to help it take advantage of any opportunities in a market and to lessen any threats that could be...
The definition of marketing has been a strongly debated topic in the new Millenium. For more than 70 years the American Marketer Association’s (AMA) definition has been the guideline for academics and scholars alike. A number of academics have been unsatisfied with the AMA’s 2004 marketing definition , and it has stirred many debates (Grönroos, 2006, Dann 2008). Christian Grönroos in particular focuses on four elements of the AMA 2004 definition he does not approve of. Firstly on the creation of customer value, secondly on managing customer relationships, thirdly on marketing as an organizational function and finally on how marketing is done. The key focus of this paper is to to analyse the problems Grönroos encountered and show that his critique is mostly adequate.