Internal Mktg_Session 5

The basic premise of the __________ is: "love the customer, not the product".

• Marketing mix

• Marketing strategy

• Marketing model

• Marketing concept

According to the marketing concept, the social and economic justification of the existence of a company is the satisfaction of the needs and desires of the consumer while the organizational objectives are achieved.

• True

• False

Which of the following is NOT a characteristic of a market-oriented company?

• Information on the markets and their needs and desires permeates the entire organization

• Employees are empowered, resulting in higher motivation and job-satisfaction

• Strategic and tactical decisions are made in an interfunctional and interdivisional way

• Divisions and operational areas make well-coordinated decisions

A new organizational culture will be accepted by employees either if it is congruent with the experience of the group members or not.

• True

• False

According to Groom et al, internal marketing can "build a bridge", thas is, can improve the strategy's execution by attending the employee's needs.

• True

• False

Which of the following is NOT a fundamental element for the sucess of an internal marketing strategy, accoridng to Groom et al?

• Performance/Success

• Pride/Confidence

• Reward/Recognition

• Consistency

According to Groom et al, the process of developing values in a company starts with __________.

• The meaning definition of the values that are going to be developed

• The definition of the "ideal scenario" for each value

• Establishing the relationship of the values with the brand

• Communicating the values to the company

Which of the following is NOT a step in the strategy implementation process, according to Groom et al?

• Identifying the right behaviors

• Recognizing and celebrating the right behaviors

• Rewarding the right behaviors

• Developing the right behaviors in external customers

The link between internal marketing and HR management at a strategic level is oriented to:

• Motivate employees towards customer orientation

• Coordinate HR and other functions to deliver the promises to customers

• Empower employees to motivate them

• Compensate employees with higher salaries and bonuses

To avoid conflicts between Human Resources and Marketing, it is important that:

• HR must approve salary increases to involved employees

• Internal maketing efforts need to come from strategic management

• Employees must be emopwered, motivated, and satisfied with their jobs

• HR personnel must be integrated to the Marketing department