Elements Of Internal Marketing

Outline four key elements of internal marketing. [5]

Internal marketing is the communication of information to employees. Foreman (1995) defined internal marketing as “an ongoing process that occurs strictly within a company or organization whereby the functional process is to aligns, motivates and empowers employees at all management levels to consistently deliver a satisfying customer experience”. This means the staff is involved by conducting training and staff development, effective internal communications designed to enhance knowledge and understanding of the overall marketing orientation within the organization. Gronroos ,(2000) states that the internal marketing process includes four elements which are: Customer focus, Market segmentation,

In order to satisfy customers, to handle new customers and capture the market the company has to follow a logical sequence of events in order to define its marketing objective and come up with strategies to achieve such objectives. This requires that, “ the service firm must effectively train and motivate its customer contact employees and all the supporting service people to work as a team to provide customer satisfaction” Kotler et al (2003:164). As a result to deliver constantly high service quality marketers must get everyone in the organisation to practise a customer orientation and according to Gustafsson et al. (2006), during the process of internal market implementation, the company encounters many impediments among them are; “the availability of right resources, systems and procedures, lack of knowledge and marketing skills and environmental

Marketing environments are those environments that you carry out your duties as a marketer in order to achieve some set marketing objectives.” Kotler et al (2003: 167). These environments of marketing is comprises of many forces which directly or indirectly influences negatively or positively on your marketing efforts. The environmental context of a business, requires a analysis of the current prevailing political, economical, social, technological, legal and ethical norms regulations. The factors pose as a major impediment to marketing planning by placing restrictions or limitations in the way the business interacts with the environment, or by regulating corporate conduct. Political and legal field greatly affect the marketing decisions and sound marketing decision cannot be taken without taking into account, the government agencies, political party in power and in opposition their ideologies, pressure groups, and laws of the land. These variables create tremendous pressures on marketing management. Laws affect production capacity, capability, product design, pricing and