Internal Marketing: improving internal processes, and quality of products and services. (Toyota) - Essay Example

Extract of sample
Internal Marketing: improving internal processes, and quality of products and services. (Toyota)

The second stage which a saw a growth in the term internal marketing included the consideration that the employees that are hired should have a disposition that they can interact effectively with the customers. This is different from stage one as it requires that the employees are not only satisfied with their job and wanting to perform better but that they should be mindful of customers and aware of how to serve their needs through excellent provision of services. The third stage in the advancement of the phrase internal marketing enhanced the objectives beyond just employee satisfaction or customer awareness. Internal marketing came to be a tool to decrease departmental remoteness, conquer opposition to change within the organization as well as put into practice the organizational policies; its focus shifted to that of implementation. Other authors too shed light on the topic of internal marketing and its scope. George (1990) argues that internal marketing can be very effective in setting up a direction towards providing services as the organization’s focus. Singh (1990) talks about the concept of competitive advantage and how providing excellent services can be a great way to achieve this competitive advantage and have an edge over your competitors. This in turn will require internal marketing, which should center on trying to make everyone in the whole organization have the same commitment to providing customers with such services.
Having considered the importance of internal marketing we can now shift our discussion to some of the modern business practices organizations are adopting. We will evaluate these practices and then discuss how they are implemented in businesses and what challenges are faced during implementation.
According to a study conducted (Incentive performance Central, 2006), there are six main internal marketing practices. The best practice is seen as ...
Download paper


To handle the topic of internal marketing successfully we must first have a clear definition of what the term ‘internal marketing’ actually means, what activities it refers to and how it is implemented. According to Rafiq and Ahmed (2000), the concept ‘internal…
Author : jwilderman
Download 1

Related Essays

Customer Driven Quality
One of the driving factors for this trend is the "impact of competition" (Burrill and Ledolter, 1999, pg. 523). The second major factor is the ISO 9000 system of standards. These standards provide a baseline by which processes and organizations are checked. The organizations strive to achieve certification as a stamp of approval. The final factor is quality awards. Companies compete to earn the highly visible quality awards. Not only do these awards make a statement about the organization, but these needs will have leverage in marketing campaigns (Burrill and Ledolter, 1999, pg. 523)....
8 pages (2008 words) Research Paper
Services Marketing - Internal marketing
It has definite advantages over the traditional way of transacting business (Amit & Zott, 2000). It eliminates paper and paper work through market automation, online transactions and payments. The governments too use the e-platform to offers service to the public...
10 pages (2510 words) Essay
Internal Auditing, 4 questions
The complex activities are to be controlled by managements of the organizations, and in the case of companies, naturally the first target is the Board of Directors of such organization made responsible to formulate proper policies, to control the various activities, the organization carries our in different countries, with cross cultures , different moral values, and different customer loyalties. One can see Nescafe, Cadbury product, Lux , Colgate ,cocoa cola, Pepsi, Philips, Sony, Motorola, Toyota and a host of consumer products available through out the world, where customers vary, their...
8 pages (2008 words) Essay
Managing Operation
 The operations of an establishment are all the activities which are directly linked to accomplish the key function of the organization – be it producing a product or rendering services. In both the cases the operations system of rules will offer the transition of certain inputs, like materials and labour, into outputs, as products or services. This paper will discuss about the company Toyota Corporation and how it became the number one car maker....
16 pages (4016 words) Essay
Managing Operation
Toyota is a Japanese car manufacturing company and it is one of the leading companies in the global automobile industry, producing well known models such as Corolla, Camry and Lexus. Though a late entrant compared to General Motors and Ford, Toyota had become one strongest player in the automobile industry. In an industry generally considered to be mature in terms of technology, Toyota had continued to set benchmarks for providing value to customers more effectively than competitors. Toyota had also redefined the rules of operation management in various areas like product development,...
14 pages (3514 words) Essay
Internal Auditing
Beyond the intent to commit a fraud intentionally to mislead shareholders and investors, accountants and top executives of a company can sometimes commit unintentional mistakes through a wrong interpretation of an accounting rule. This is why it is terribly important that auditors, accountants, chief executive officers and chief finance officers set the tone for an ethical working environment from start....
3 pages (753 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!