internal marekting

Question 1

define internal marekting

Answer 1

Internal marketing describes the work done by the company to train and motivate its internal customers, namely its customer contact employees and supporting service personnel to work as a team to provide customer satisfaction – (Kotler, 1991)

Question 2

what is the objective of internal marketing

Answer 2

the objective of internal marketing is to get motivated and customer conscious personnel (Gronroos, 1980)

Question 3

the effective implementation of a marketing plan means…

Answer 3

• internal marekting to employees
• motivation of personnel who perform the marketing activities
• effective communication and coordination of marketing activities

Question 4

principles of internal marketing

Answer 4

1) implementation of plans need planning
2) staff needs must be identified
3) key influencers and decision makers must be identified and targeted
4) plans need packaging and promoting
5) managers must make use of both formal and informal networks of communication

Question 5

barriers to internal marketing

Answer 5

top management uncommitted 
no understanding of quality 
poor planning and coordination
little or no communication
wrong messages
bad timing
ill defined roles
politics (not my job)

Question 6

the nature of internal marketing

Answer 6

internal marketing needs to operate at different levels in an organisation

• the surface (updating on day to day issues)
• the structural (communicating essential changes to managerial/reporting structures)
• the processual level

Question 7

importance of internal marketing

Answer 7

a critical part of market led strategic change to align the behaviour of partner organisations, non marketing functions and departments and employees at the customer interface with the value proposition

Question 8

why has internal marketing emerged

Answer 8

• implement and make changes faster - quicker response to emerging trends
• spot potential problems before they arise
• employees are now more empowered as a result of new technologies - new ways of communication, social media
• organisational heirachy - flatter level of heirachy encourages better communication
• service delivery - happier employees means increased profits (Heskett 2008)

Question 9

what are the elements of organisational conversation

Answer 9

intimacy
interactivity
inclusion
intentionality

Question 10

intimacy

Answer 10

Conversational intimacy can become manifest in various ways—among them gaining trust, listening well, and getting personal. (Groysberg, 2012)

Question 11

interactivity

Answer 11

leaders talk with employees and not just to them. This interac- tivity makes the conversation open and uid rather than closed and directive (Groysberg, 2012)

Question 12

inclusion

Answer 12

nclusion adds a critical dimension to the ele- ments of intimacy and interactivity. Whereas in-
timacy involves the efforts of leaders to get closer to employees, inclusion focuses on the role that employees play in that process. It enables participants to share ownership of the substance of their discussion (Groysberg, 2012)

Question 13

Intentionality

Answer 13

A personal conversation will be open but not aimless; the participants will have some sense of what they hope to achieve. The conversation that unfolds within a company should reflect a shared agenda that aligns with the company’s strategic objectives.

Question 14

encouraging internal marketing

Answer 14

motivating employees and facilitating communication through

• training days
• meetings
• reward systems
• information sharing
• task groups