What Is Internal Marketing?

Internal marketing means that the service company must effectively train and motivate employees and all auxiliary service personnel who are in direct contact with customers to work together to provide customers with satisfactory services. For a company that consistently provides high-quality services, marketers must let everyone in the company implement a customer-oriented strategy. ^[1]

Internal marketing

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Internal marketing means that the service company must effectively train and motivate employees and all auxiliary service personnel who are in direct contact with customers to work together to provide customers with satisfactory services. For a company that consistently provides high-quality services, marketers must let everyone in the company implement a customer-oriented strategy. ^[1]

Corporate marketing includes two aspects: internal marketing and

During the whole process of the production and development of internal marketing, the market environment is still

Internal marketing measures can refer to short-term, targeted actions taken to achieve a specific goal. These short-term internal marketing initiatives can help you complete such tasks as implementing new programs, adapting to changes, overcoming difficulties, and coping with the survival issues of companies after they are acquired.

The object of internal marketing is not only the marketing personnel of the marketing department and the front-line service personnel who directly provide services to external customers, it includes all corporate employees. Because in the process of creating value for customers, the low quality and inefficiency of any link will affect the value felt by customers.

Whether treating employees as

Internal marketing includes four aspects:

(1) The company's marketing to business departments;

(2) Marketing of logistics department to business department;

(3) The company's marketing to the logistics department;

(4) The company's marketing to all the above departments.

The first two serve external goals, that is, providing products and services to external customers; the marketing of logistics departments serves internal goals, that is, creating

Internal marketing

Implementing internal marketing helps to boost morale among employees, coordinate internal relationships, and create greater value for customers.

However, when implementing internal marketing, it is important to keep in mind that the purpose of internal marketing is to make all members of the organization understand the goals of the organization, and the goal of the organization is to meet the needs of consumers by providing products or services to them. So as to maintain the survival and development of the organization. Therefore, the focus of the organization's work should be on external markets. No matter how internal the service is to the organization, it can also lead to disasters if you place too much emphasis on internal consumers and forget about external consumers.

Sometimes, "good human resource management" conflicts with "meeting external customers." Here's an example: Almost all flights on a certain route of a certain airline are full on the day, and there is only a small amount of space on the remaining flight, but the airline insists that several employees buy tickets before other customers. Although they may have some sound reasons, such as the need for employees to immediately rush to another city to arrange a flight or to return to the base after completing their mission, Gasol in uniform was very eye-catching and turned out to anger.

Many companies mistake the priorities of customers and organizations. Customer orientation is the most important thing for an organization. At all times, taking care of customers, profits will take care of you. In the above example, airlines should buy tickets for their employees at their competitors to avoid paying customers, which would satisfy passengers.

Therefore, careful guidance must be given to employees to prevent negative impacts on direct profitability.

Internal marketing is not the end. Internal marketing is done to make external marketing work better. The right way is: find out what your external customers need, what your employees need, and then look for the best combination of those needs.