INTRNL MKG

7/29/2019 INTRNL MKG

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INTERNALMARKETING

PREPARED BYANJU K SUGATHAN

JITHIN LAL


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MEANING

Internal marketing as the process of attracting,

developing ,motivating and retaining qualified

employees through job-products that satisfy

their needs


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DEFINITION

According to Berry, internal marketing is the

process of viewing employees as internal

customers, viewing jobs as internal products

that satisfy the needs and wants of those

internal customer while addressing the

objectives of organization.


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Importance of Internal Marketing

Customer attraction and retention.

Employee retention and motivation.

Corporate image. Change Management.

Organizations performance and continuity.


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Customer attraction and

retention

Internal marketing motivates employees to

provide the best service to every customer and

earns their commitment to strive for excellence

in rendering services.


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Employee retention and

motivation Internal marketing seeks to design jobs that

provide satisfaction and enrichment to

employees, create the right work environment

and offer a reward system that motivates them

to perform better.


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Corporate image

Internal marketing ensures that all the

employees understand the mission, vision and

objectives of the organization.

Employee work with enhanced commitment

when they feel valued and respected by the

organization.

The satisfied employees together with a

customer create a good corporate image of the

organization.


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Change Management

Internal marketing emphasizes on listening to

employees, addressing their concern, and

empowering them to play an important role in

in the organization.


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Organizations performance and

continuity Internal marketing emphasizes continuous

training and development of employees to

meet the future requirements of

organization

Help them achieve their individual

aspirations.


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Components of an internal

marketing program

Recruitment and selection

Motivation

Education and Training Coordination

Empowerment

Rewards Communication

Knowledge sharing


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Developing & Implementing an

internal marketing program Recruitment and selection

Motivation

Education and Training Coordination

Empowerment

Rewards Communication

Knowledge sharing


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Recruitment and selection

Organizations need to attract qualified and

talented individuals so that they can offer

quality services to customers.

Recruitment process should emphasize on

candidates attitude , interpersonal and

communication skill.

Eg:BPO Firm


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Motivation

Organizations have to motivate employee to

serve their customers with commitment and

dedication.

Timely and sincere application will go a long

way in motivating employees to contribute

their best to the organization.


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Education and Training

The most important task of service

organization after it hires a candidate is to

make him understand the role he has to play in

the organization.

Eg:IT firm


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Coordination

Implementing the concept of working in teams

offers many advantages to organization.

Team enhance employee productivity ,their

quality of work life and customer service

standards.


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Empowerment

Employee empowerment is another

prerequisite for the success of internal

marketing.

Service organization should give freedom to

the employees to take important decision.

This helps to render better services to customer

and also enhances their own self esteem.

Eg:TCS,Infosys


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Rewards

Reward increase job satisfaction and morale

of the employees.

It may be either intrinsic or extrinsic in nature.

It classified in to financial and non financial.


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Communication

Organizations should facilitate two waycommunication .

Helps to encourage employee participation and

empowerment. The flow of communication should not be restricted

to the managements instructions to the lower level

employees

Many organization have employees suggestionschemes

Eg:WIPRO,Taj group of hotels


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Knowledge sharing

Knowledge management is a process of

creating , disseminating and utilizing

knowledge for organizational development.

Knowledge management helps to ..

impart knowledge to employees

encourage them to share the knowledge with each

other.

introduce new products and services faster.

Eg:Google,Oracle,Wipro


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THANK YOU

INTRNL MKG

Documents

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