MARK344 Lecture Notes - Lecture 15: Internal Communications, Market Segmentation
Document Summary
Attention to marketing strategy and competitive positioning decisions by executives needs to be placed in the context of implementation capabilities and the need for effective change management in execution. The structure of our approach to these issues and the key questions to be raised are summarised in figure 16. 1. It is possible to consider the following types" of internal marketing, although they are probably not equal in importance: internal marketing that focuses on the development and delivery of high standards of service quality and customer satisfaction; Also related to the recognition of the internal market is the need to question the relation- ship between internal and external customer satisfaction. This can be discussed with executives using the structure shown in figure 16. 2. This suggests four possible scenarios that result when internal and external customer satisfaction are compared: Synergy, which is what we hope for, when internal and external customer satisfaction are high, and we see them as sustainable and self-regenerating.
