This section starts off with a background discussion of the research which presents insight into Internal Marketing and its impact on customer orientation and motivation of staff. This is followed with a discussion of the problem statement, rationale of the study / justification for the topic choice, importance of research, aim and research objectives. 1.2 Background When looking for improvement in service quality, businesses attempt to give their customers additional facilities and fulfill their requirements faster. To perform these provident and smart businesses, transform the approach they communicate and behave with their staffs and attempt to keep them motivated. It has been approved by researches that customer’s orientation is supported
• Innovation- Innovating new ideas, projects that adhere to the policies as well the demands of the consumers. • Value of the product- Price for value and value for price is a motto of a good company. A good valued product if fulfills the needs of customers, is always desirable. • Impact on society- Instead of just focusing on the prices and monetary issues, a good company socially responsible marketing always focuses also on the services and getting feedback and then improve. CHARACTERISTICS OF SOCIALLY RESPONSIBLE MARKETING Marketers get the right services to the right individuals at the ideal time.
While on the other hand, Bray et al (2011) defined ethical consumerism as the type of consumer activism or the responsibility of the consumer to take decision at the time of purchasing goods and services. It is noticed that ethical consumerism has evolved from previous movements of consumerism. This depicts the fact that in the recent era the concept of ethical consumption is increasing immensely as people are considering their duty towards society. Carrington et al (2014) argued that the main essence of ethical consumption is the deliberate and conscious decision of the buyer to purchase particular products the decision of which is based on the personal values and beliefs of consumers. The concept of ethical consumerism is focused around the fact that harm is not provided to the environment due to the product of the brand (Hall, 2013; Eckhardt, et al.,
Additionally, it benefits the business in terms of creating awareness among its stakeholders, expanding their scale of operations by gaining trust and certainty. Corporate Social Responsibility is proven to be a competitive advantage as it is able to change consumer or customer preferences towards a businesses which practices it. 2.1 Ethical Theories Under Ethical Theories there are a few approaches focus on the ethical requirements that solid the relationship between business and society. The core of the three approaches below which introduces is based on the concept of the right things to do or the essential to enhance social welfare. 2.1.1 Universal rights The Universal Declaration of Human Rights (UDHR) commonly known as Human rights is a declaration adopted by the United Nation Assembly
The first one will be to build customer awareness. Due to the competitive environment, the consumers need to be informed about the distinguishing innovations made in the brand. As a result, they will be able to prioritize the products over similar ones from the competitors (Hoyle,2012). Additionally, increasing the demand for the products require a solid plan to acquire new customers and increase sales among the current ones. Therefore, creating customer awareness is crucial since it will make the consumers aware of the reason they should buy Hermes's product, their benefits, and how they will use them.
Some empirical evidence confirmed that there is a positive relationship between brand loyalty and brand image, as a result of considering the committed relationship between consumer and company (Hanzaee, 2011). Previous authors Biel (1992) proposed that a positive brand image builds when consumers relate themselves to a specific brand by unique relationship and they may recommend that given brand to other people, at the meanwhile, maintain a positive attitude towards that brand. A research study by Saeed, et al. (2009) affirmed that if the customers prefer the image of a brand they would undoubtedly build loyalty for it as well. Lin and Chen (2006) in their studies found that brand image plays a pivotal role in deciding customers’ preference of purchase and recommendation.
a- Marketing is managing customer relationships. Marketing is a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. Marketing is the process by which companies create value for customers and build strong customer relationships in return b- Marketing management wants to design strategies that will build profitable relationships with target consumers. Different philosophies are: The production philosophy: holds that consumers will favor products that are available and highly affordable. Therefore management should always focus on improving production and distribution efficiency.
Buyer: The customers like to give regular feedback about the product after the purchase. So if company has a good customer services team to collect regular feedbacks and update to the customers it will be a big benefit for the company. If the relationship is strong the customer will always remember the company. Competitor: To attract more people other companies will build their customer relationship stronger. So the company can get more customers who are willing to buy their product.
Hence, the business would be able to explore more strategies in positioning the brand in the minds of their clients. In the end, the business would be analyzing which of the different combinations of marketing mix would enable the business to attain the highest customer satisfaction possible. 8.4 Diversification Growth
Marketing strategies are processes that are made to take advantage over your competitors, this is done by using different resources and maximize your market. We can also describe them as a process of communication with our customers in which we make knowledgeable about the different advantages that our products and services. And we can say that a marketing strategy is a way to inform your customers about your offers or simply to emphasize the quality of product and / or service that you offer in order to increase your sales, and your aim should be generate sales for your business. Types of marketing strategies Companies use various general marketing strategies, but these strategies have to be applied correctly to know them and know what