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INTERNAL MARKETING, CONTRIBUTION OF LITZY NAYELI VELASCO HERNÁNDEZ -…
INTERNAL MARKETING
WHAT IT MEANS?
A set of techniques that allow us to "sell" the company idea (with its objectives, strategies, structures, managers, etc.) to a "market" formed by workers.
ELEMENTS
3.- Internal Communication Plan, that is, to sell the idea of a company and an ascending company to know the opinion of the internal market.
4.- Sales force . These are the managers and managers of the company, whose role is essential in internal marketing.
2.- The product or service that a company sells is "the company with a series of final characteristics" (work environment, motivation, integration, productivity).
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1.- The employee is the internal customer, it is to whom the company has to “sell” the idea of the company.
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PRINCIPLES
- The training of each member of the company has the objective to know their functions.
- It must improve the communication and sales capacity of people who are in contact with their clients.
4.Every worker must have a very clear vision of the company wants a relationships with its customers.
- Employees must accept that the company's training are aimed at supporting them in their contact with customers.
- Internal and interactive information must be created between managers and workers.
2.Employees must understand that they have to act as indicated and certain occasions they must provide additional services.
- Massive internal communication.
- The company's staff is
the first market.
- Companies must provide tools to people who are in contact with their clients.
MODELS
Christian Grönroos
Active participation of the department
Human resources through a series of interactive functions to increase the profitability of the company.
Characteristics
- Short-term results are obtained.
- It aims to make the employee-satisfied internal customer-a competitive advantage in the medium and long term.
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Rafiq & Ahmed
They relate internal marketing to the skills of the people who are in the company and affect the best performance.
Characteristics
- Business process - incentives, selection, promotion, change.
- Interfunctional coordination - internal communication processes
coordination between departments.
- Support provided by senior management (delegation, recognition, environment, leadership, etc.).
Leonard Berry
It takes the employee as a "customer" as a base and a fundamental element, thus achieving a satisfied employee who will be reflected abroad.
Characteristics
- View the employee as a customer.
- Create a positive identity towards the outside of the company.
Lings
Working groups or departments which they will carry out different transactions between them = communication is open and accessible to all, creating a marketing relational at all levels.
Characteristics
- The internal client is the one who must communicate to the internal supplier his needs.
- Employees must collaborate with managers in this approach.
- Each internal process has an internal supplier and an internal client.
PROCESS
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2.- Analysis of the internal social market: the application of socio-occupational research techniques.
3.- Adaptation process: Related to training, communication.
4.- Control of the internal marketing plan: From the RHO department, systematic controls must be established to check the state of mind of the organization.
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