Marketing Vs Internal Marketing

Selling of services engages different tactics and priorities in contrast to selling of tangible or physical products. It involves marketing to the employees as well as your customers. Marketing to your employees help the service marketing firm in making them understand the focus of your business and marketing to the customers helps in convincing them to do business with the firm. Services sector thus bring to market their intangible products or services and sell them understanding market features and strategizing them thus.

A service is a deed or performance offered by one party to another. A service is principally intangible and buying a service does not result in ownership or proprietorship of the service or the any tangible product tied

The promises made by the companies are delivered through the employees or the providers of the service firm. In order for the promises to be fulfilled the employees should be competent in their skills and abilities, they must have the necessary tools as well as the motivation for appealing delivery. The marketing activity includes recruitment of skilled providers, training them, provide them with essential tools and suitable internal systems supplementing in satisfactory execution of the service provision. This also includes rewarding the providers, the premise being a happy employee keeps the customers happy. The efficiency of the employee in carrying out his duties depends on the level of employee satisfaction. The perks that the company provides keep the employees happy. The employees are considered the primary customers. They also help in advertising by word. The employees also keep the existing customers. For example, consider the case of Disney, one of the most efficient service brands of all time. The company offers its employees and their families’ free admissions to the brand experience. They also provide on-site day care facilities, conducts employee events, provide employee incentives etc. They understand the importance of employee satisfaction and engagement which makes them work more

Interactive marketing carries forward the promises set by external marketing. It happens between the customers and the employees of the institution. Internal marketing involves the enabling of promises. and happens between the firm and its employees

o Marketing mix comprises of the 4P’s that are rudimentary to marketing of any commodity which includes product, price, place and promotion. The service marketing mix includes certain P’s in addition to that and includes people, process and physical evidence. The service mix is also termed as an extended marketing mix.

o Service Quality Gap Mode, the multidimensional research instrument, is the method in measurement of service quality, a tool used by the Product Managers across all industries. The GAP model also known as the 5 GAP model of service quality is the integral part of framework that analyses the quality of the service and was developed by academic researchers A Parasuraman, Zeithalm and Berry.

o This model identifies five different potential gaps: The Customer Gap, The Knowledge Gap, The Policy Gap, The Delivery Gap, The Communication