Internal Mktg_Session 4

The "Holistic Marketing Model" was proposed by:

• Christian Grönroos

• Ian Lings

• Philip Kotler

• Ahmed & Rafiq

Which of the following is NOT an element of the "Holistic Marketing Model"?

• Integrated marketing

• Performance marketing

• Relationship marketing

• Specialized marketing

The objective of ______ is: "to create, communicate, and deliver value to a customer, at a fair price with a profitability goal in mind".

• Integrated marketing

• Relationship marketing

• Internal marketing

• Performance marketing

The objective of ______ is: "develop a marketing network that includes the company and its most profitable stakeholders".

• Internal marketing

• Performance marketing

• Integrated marketing

• Relationship marketing

The definition of ______ is: "element of marketing that deals with hiring, training, and motivating employees that want to serve well the company's customers".

• Relationship marketing

• Internal marketing

• Integrated marketing

• Performance marketing

A characteristic of ______ is: "marketing managers include indicators such as market share, customer satisfaction, and social and ethical impact of strategies as measures of the company's results".

• Performance marketing

• Internal marketing

• Relationship marketing

• Integrated marketing

According to Ian Lings, there are two perspectives of internal marketing: the "total quality management (TQM)" perspective and the "human resource management (HRM)" perspective.

• True

• False

According to Lings' internal marketing model:

• Internal market orientation --> Internal aspectos of performance --> External aspects of performance

• External market orientation --> External aspects of performance --> Internal market orientation

• Internal aspectos of performance --> Internal market orientation --> External market orientation

• None of the above

Which of the following is NOT a component of an INTERNAL marketing orientation (Lings model)?

• Generating information

• Communicating information

• Personnel information

• Responding to information

According to Lings, the internal aspects of performance DOES NOT include:

• Employee satisfaction

• Employee retention

• Employee commitment

• Customer satisfaction