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Marketing exam - Essay Example

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It is also called as internal communication, internal marketing and employee engagement but in essence they all mean the same. The concept of internal…
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Download file to see previous pages When organizations test themselves internally, they create the environment of discovering opportunities. Internal marketing helps in building team spirit. It empowers the employees to take a view of the organization from the perspective of an owner. When employees are more engaged to the organization, their care and concern for the organization rises.
Nowadays, most of the companies believe in satisfying internal customer (employees) first and after that they choose to satisfy their external customers (customers). The concept behind this idea is that when internal customer will be satisfied, then the external customers will eventually get satisfied by the quality of service provided by internal customers to them.
Internal Marketing helps in keeping employees happier. Happier employees will keep their customers happy. Internal marketing makes employees consider themselves as an integral part of organization which motivates them.
Apart from the media communication, customer service is all about building long-term relationships, connection and trust. Internal marketing enhances employee recognition which ultimately helps in improved and better customer service. (Thomspon, 2010)
For planning internal marketing, the management of the organization, the employees and the customers must be in harmony. Only by this way, an organization can become customer oriented organization. Other important elements to be included in marketing plan include; target perception, internal marketing objectives, program measurement, communications strategy etc. (CBS News, 2007)
According to Varey (p.80, 2000), there are some important barriers in implementing internal marketing. Organizations face a lot of resistance in the acceptance of internal marketing organization-wide. Resistance to change from the side of employees is the major obstacle in the implementation of internal marketing. Apart ...Download file to see next pagesRead More
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