Internal Mktg_Session 3

Internal marketing was first proposed as a solution for:

• Delivery of service quality

• Implementation of Human Resources policies

• Design of a communication campaign

• Attracting external customers

Phase 1 of the development of the Internal Marketing concept is based on:

• Attraction of external customers

• Strategy implementation and change management

• Customer orientation and sales mindedness

• Employee motivation and satisfaction

A basic idea of Phase 1 of the development of the Internal Marketing concept is that:

• Interactive marketing techniques are needed to attract external customers

• The role of internal marketing is that of an implementation tool or methodology

• Motivated and satisfied employees result in happy and satisfied costomers

• Internal Marketing is a holistic process that integrates strategy and change

To motivate and have satisfied employees, personnel is the least important market of a service firm.

• True

• False

The fundamental tool for achieving employee satisfaction in Phase 1 is:

• Paying higher salaries to employees

• Attracting external customers that are interested in the firm's offering

• The treatment of employees as customers

• Attract, select, and retain the best employees

Phase 2 of the development of the Internal Marketing concept is based on:

• Attraction of external customers

• Strategy implementation and change management

• Employee motivation and satisfaction

• Customer orientation and sales mindedness of employees

Interactive marketing is focused on:

• The relationships between employees and customers & stakeholders of a company

• The relationships between the company and its customers & stakeholders

• The relationships between the company and its employees

• The relationships between external customers and the company's brands

Effective interactive mktg requires effective coordination between contact and backroom/support staff:

• True

• False

A difference between Grönroos and Berry's approaches to Internal Marketing is that:

• Berry's view suggest a process of influencing employees rather than motivating them

• Berry's view treats employees as customers

• Berry's view is more entrepreneurial and company-focused

• Grönroos' view suggest that employees must be motivated and satisfied

Phase 3 of the development of the Internal Marketing concept is based on:

• Employee motivation and satisfaction

• Customer orientation and sales mindedness

• Attraction of external customers

• Strategy implementation and change management