Complete an essay with a minimum of 1500 words making good use of 5-6 academic references. Use practical examples to demonstrate your understanding of services marketing theory. Essays 1. Analyse and...

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Complete an essay with a minimum of 1500 words making good use of 5-6 academic references. Use practical examples to demonstrate your understanding of services marketing theory.
Essays
1. Analyse and discuss the different frameworks of the service encounter.
Answered Same DayDec 20, 2021

Solution

David answered on Dec 20 2021
3 Votes
The importance of internal marketing in service product development 1
The importance of internal marketing in service product development
The importance of internal marketing in service product development 2
The importance of internal marketing in service product development
Introduction:
Internal marketing is an activity that focuses on improving internal communications as
well as customer consciousness, with a strong focus on satisfying the internal consumers. This is
the concept that is focused on the service management perspective and is associated with the
concept of marketing mix with a focus on the internal customers of the organizations or the
employees of the organization so as to improve corporate effectiveness by improving internal
market relationships.
The idea behind the concept of internal marketing is that an organization’s staff is the
market of first call for any organization. Internal marketing aims to produce motivated and
customer-conscious personnel at every level in the organization. The argument for internal
marketing is that both employees and customers should be treated with equal importance when
setting and pursuing organizational objectives.
Internal marketing should be undertaken to inform employees about the organization’s
cu
ent and planned marketing activities and how they can play a leading role in ensuring their
successful implementation. It is of critical importance to gain internal understanding and
commitment to the
Organization and what it is trying to achieve. This should precede any attempt to market
services or products to external customers as internal marketing can be considered a prerequisite
for successful external marketing. But any marketing activity involves exchange and
implementation of the marketing concept. It is necessary for the organization to try to satisfy the
needs and wants of its staff, and this will be a constituent element of the exchange process. In
The importance of internal marketing in service product development 3
eturn for becoming customer-focused in the way they conduct the affairs of the organization, the
staff will expect the organization to satisfy their own wants and needs.
Linkage of Internal Marketing and Organizational Culture:
In order for internal marketing to succeed, the organizational culture needs to be aligned
with the organization’s vision statement. To successfully integrate any management philosophy
into the organizational culture, management must show that it is aware that the buoyancy of the
enterprise depends on the degree to which core groups of employees subscribe to and share a
common set of belief and values.
The integrative elements of such an inner-directed vision include the positioning of a
service concept in the mind of staff, which it is hoped will lead to low staff turnover, low training
costs, and the opportunity to develop shared goals and values. Implementing a program of
internal marketing requires both imagination and considerable effort on the part of the
organization. Ways of implementing internal marketing in an organization include:
• suitable training to enable staff to fulfill their organizational roles and
esponsibilities;
• ensuring that employees are informed regarding the organization’s mission
and their role within it;
• ensuring that the internal information and communications channels are
operating effectively in marketing ideas...
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