MARKETING MANAGEMENT-MKT3001DL

INTERNAL MARKETING

DATE:         21 OCTOBER 2010  

Outline and explain the concept of internal marketing and why it is important in service products. How would you introduce an effective internal marketing programme to an organization?

Internal marketing (IM) is a process that occurs within a company or organization whereby the functional process aligns, motivates and empowers employees at all management levels to deliver a satisfying customer experience. According to Burkitt and Zealley, "the challenge for internal marketing is not only to get the right messages across, but to embed them in such a way that they both change and reinforce employee behaviour".

Key concepts of internal marketing include:

  • Functioning as a continual internal 'upskilling' process.
  • Alignment of the organization’s purpose with employee behavior.
  • Employees internalizing the core values of the organization.
  • Motivation, reframing and empowerment of employee attitude.
  • Inside-out management approach.
  • Retaining a positive customer experience throughout the business objectives.

The modern marketing department has evolved through the years from a simple sales department to an organizational structure where marketing personnel work mainly on cross-disciplinary teams.

Modern marketing departments can be organized in a number of ways. Some companies are organized by functional specialization, although others focus on geography and regionalization. Still others emphasize product and brand management or market-segment management. Some companies establish a matrix organization consisting of both product and market managers. Finally, some companies have strong corporate marketing, others have limited corporate marketing, and still others place marketing only in the divisions.

Effective modern marketing organizations are marked by a strong co-operation and customer focus among the company’s departments: marketing, R & D, engineering, purchasing, manufacturing, operations, finance, accounting and credit.

Companies must practice social responsibility through their legal, ethical, and social words and actions. Cause marketing can be a means for companies to productively link social responsibility to consumer marketing programs. Social marketing is done by a non-profit or government organization to directly address a social problem or cause.

A brilliant strategic marketing plan counts for little if it is not implemented properly. Implementing marketing plans calls for skills in recognizing and diagnosing a problem, assessing the company level where the problem exists, implementation skills, and skills in evaluating the results.

The marketing department has to monitor and control marketing activities continuously. Efficiency control focuses on finding ways to increase the efficiency of the sales force, advertising, sales promotion, and distribution. Strategic control entails a periodic reassessment of the company and its strategic approach to the marketplace, using the rolls of the marketing effectiveness, excellence reviews, and the marketing audit.

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RELATIONSHIP MARKETING: THE ROLE OF INTERNAL MARKETING

Relationship marketing is considered as a source of lasting financial benefits to an organization. An organization that is able to build a strong tie with its customers is likely to gain customer royalty. The aim of relationship marketing according to Proctor (2000) is to find ways of enhancing the mutual benefits derived from the relationship. Successful relationship marketing involves the targeting of customers of sufficient value to justify the investment in creating relationship with them.

The success of relationship marketing lies in primarily to those who facilitate customer relationship. It is ...

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