Services marketing

Services marketing

1. Internal marketing

   • Internal marketing relationships
     • Treats the employees as the company's first customers
       • Managerial perspective
         • Key factor for high performance
           • Happier employees= pleased clients
   • consists in attracting, developing, motivating, and retaining qualified employees
   • External marketing relationships
     • Value proposition
   • Goal
     • Ensure that the personnel are prepared to offer this value
   • Implementation Model
     • Seven stages
       • 1. Strategic Analysis of the situation
         • Identify Strenghts and Weaknesses
           • 4 Major Areas
             • employees' orientation towards clients
               • company’s orientation toward personnel
                 • organizational culture
                   • leadership style
       • 2. Establishing Internal Marketing Objectives
         • Divide objectives in
           • Internal
           • External
       • 3. Personnel Segmentation
         • Segmentation criteria
           • age
             • nature of relationship with the company
               • hierarchical position
                 • professional background
                   • work related attitudes or employees' objectives
       • 4. Management Involvement
         • Create a climate of trust between management and personnel
       • 5. Internal Communication
         • create efficient feedback
           • be a strong promoter of organizational culture and leadership.
       • 6. Employees' Involvement
         • Higher level of involvement=positive effects on employees
       • 7. Internal Marketing Control
         • Instruments used for
           • Internal objectives
             • questionnaires
               • Internal focus groups
                 • online discussion groups
                   • interviews
           • External Objectives
             • mystery shopping
               • consumer perceptual maps
                 • surveys
                   • focus groups