Internal Marketing Issues in Service Organizations in Malaysia

Course Description This course involves an integrated analysis of the role of marketing within the total organization. Specific attention is given to the analysis of factors affecting consumer behavior, the identification of marketing variables, the development and use of marketing strategies, and the discussion of international marketing issues. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents:   University policies: You must be

Internal marketing is referred to as management philosophy of advertising the company and its guidelines to workers as if they are the (internal) clients of the company.

4. How the organization’s selling/customer service strategies impact positively on the performance of the organization

It is internally focused because it​ involves motivating, mobilizing, co-opting, and managing employees. It​ is externally focused because it is designed to improve the way a​ company serves its customers. Therefore, internal marketing provides a​ way to encourage employees to continually improve the way they serve​ customers and each other.​ Third, an increase in employee satisfaction motivates workers to be​ more engaged and, as a result, they are more likely to rake actions that​ result in increased guest satisfaction and profitability. For example,​ Spinelli and Canavos suggest that the most-satisfied employees respond​ best to the needs of individual guests, which increases the overall​ level of satisfaction of the guests. (3)​ Fourth, one of the most difficult things to manage in organizations​ is change. For organizations in transition, internal marketing is​ crucial. Internal marketing helps reinforce and develop a culture where​ the need for change is understood and accepted. As a result, the​ organization is more successful at implementing new strategies, which​ improves the chances that the strategies will be successful.​ Positive Employee Behavior​ One of the basic benefits of successful internal marketing is the​ ability to motivate employees to practice behavior that will assist in​ the

As with internal factors, there are several external factors that influence an organization. External factors can be defined as the interaction between the employee and its customer. The interaction between the employee and the customer influences that relationship that is built with the customer and the company. In developing the relationship with the customers, it is important to remain professional and courteous in all communications to the customer. The company’s image will also be dependent on the relationship that is established between the employee and the customer. The external factor, the audience, is important because

“Companies with a marketing orientation focus on customer needs as the primary drivers of organizational performance”

● functional efficiency and internal interface ● marketing information and planning and control ● marketing productivity

There are two types of customers, Internal as well as external customers. Internal customers are employer, employees, etc. and external customers are who buy products. For effectiveness and efficiency depends on the satisfaction of customers. If internal customers are not satisfied than how can they satisfy external customers? Manager should take care, treat well and help for rights of employees to fulfil the satisfaction of employees. So if internal staff is satisfied than they can be able to work properly and can help to fulfil the requirement of

It helps to provide guidance on power relations and roles expected between different levels of staff in an organisation. It is not cast in stone but rather, should be adaptable to the environment- both internally and externally in order to meet the demands of consumers in these two distinct market places. Internally, the employees are the consumers. Often, the external consumers for whom products and or services are destined are the focus but as can be seen from the case study of Starbucks, focus on the internal customer can salvage dire situations that an organisation experiences

Encompasses the marketing team within an organization and includes all of the outside factors of marketing the affect the team's ability to develop and maintain successful customer relationships with their targeted customer group.

HMV is a limited company of CDs, DVDs, Film, Music, games and Technology products. It has Over 120 Stores all over the UK, offers different verities of Movies, Music, Headphones and Ipads as well. HMV’s opened its first store at Oxford Street on 20th July 1921. Hmv started expanding in 1990s and reached to its maturity stage in late 1990s till 2004. At the end of 1990s HMV’s sales started slowing down because of the introduction of digital media. HMV’s sales fell year by year since 2004 and then they have introduced new and versatile media to regain its position as the home of entertainment (HMV, 2014).

This study will look at three alternatives, which may be embraced to boost business in a company. The three alternative strategies considered in this study are the innovation strategy, which involves promoting innovation through branding and rebranding of the products and services of the company. The second strategy considered is the international marketing strategy where the company will expand its market to new external markets. The third alternative strategy is leveraging the human resource strategy. This involves the development of employees so that they can give extra input for the realization of desired results. This strategy may involve training, remuneration, and developing appropriate job designs. The study will outline the advantages

The effectiveness of organizational performance depends on the capability of the organization to cooperate and direct the activities of its various functional units to eliminate discrepancies and maximize efficiency. Marketing and operations management are two main functions within any organization. Both of them are responsible for providing goods and services that satisfy the customer needs. This essay will point out the role of marketing and operations management within business. The essay shall also explore how the absence of coordination between marketing and operations management create quality gap. Eventually, the essay will also mention the importance of coordination between marketing and operation management.

1. Internal marketing is focused inward on the organization, used to motivate all functions within the company towards an objective (No author, 2012). In this situation, Revlon management needs to make the case for increasing its focus on sustainable or green cosmetics. The initiative will require the company to divert some resources from existing operations, so the internal marketing will need to focus on justifying that. The internal marketing effort will need to shift the company's philosophies, which to this point have not focused on green initiatives. For Revlon, this is the first step in "greening" the company. Senior management buy-in is essential here, and the initial communications must come from them. There needs to be constant reinforcement and because this is an internal marketing program the company also needs to provide some justification in the form of market information. If the company is in a state of crisis, that will also help, because crisis usually creates motivation for change.

To meet the needs of the key market it is important to analyse the internal marketing strengths of the organization. Strengths and weaknesses must be identified, so that a marketing strategy which is right for the business can be decided upon.