INTERNAL MARKETING

APARNA B
ROLL NO: 3
 What is Internal Marketing?

Its an ongoing process that occurs strictly

within an organization or a company where by
functional process is to align, motivate,
empower employees at all management levels
to consistently deliver a satisfying customer
experience.
 Cont..
 It’s a means of involving staff at all levels in
effective marketing programs by enabling them
to understand their role within the marketing
process.
 Internal marketing program consists of
training, staff development, effective internal
communication , designed to enhance
knowledge and understanding the overall
marketing orientation within the organization.
Three types of marketing in service company

Company

Internal marketing External marketing

Employees Customers

Interactive marketing
 Internal Marketing process
1. Establishment of a service culture

2. Development of a marketing approach to

human resource management

3. Dissemination of marketing information to

employees

4. Implementation of a reward and recognition

system
 Role of Internal Marketing

 Management of change

 Building corporate image

 Strategic internal marketing

 Essentials for successful internal
marketing program
 Motivation
 Coordination
 Information
 education
 Benefits
 Internal marketing encourages the employees to
perform better.
 Empowers employee and gives them responsibility and
accountability
 Encourages to employee to offer superb service to
customers by appreciating their valuable contribution
to the success of business
 Improves customer retention and individual employee
development
 Creates good corporation and coordination among
different departments of business
 Factors that cause the customer to
switch services
 Pricing
 Inconvenience
 Core Service Failure
 Service Encounter Failures
 Response to service Failure
 Competition
 Ethical problems
 Involuntary switching
 Example

Singapore Air Lines

THANK YOU!!!