Question

1. Please explain in detail what is internal marketing (2 sentences 2 point). Think of four strategies that can enhance a company’s internal marketing (4 sentences 6 points).

2. Please list five different approaches to innovate service (5 sentences 5 points) and give an example (try not to repeat the same examples in the slides) for each approach (5 sentences 5 points).

3. Service providers often use instrumental controls and normative controls to influence customer behavior. For example, car rental companies may want to use these control methods to make their customers follow the non-smoking policy. In this case, please provide an instrumental control method and a normative control method (2 sentences 4 points). Please discuss the conditions under which the normative control method will be more effective? (2 sentences 2 points)

Answer 1

[1]   Internal Marketing

Internal marketing is the promotion of a company,s objectives, as well as its products and services, to people within the organization. the purpose of the promotion is increasing employee engagement with the company,s goal and fostering advocacy among them.

Matthew Haughn.(2017)Internal marketing,22 Jul 2017,https://whatis.techtarget.com/definition/internal-marketing

Internal marketing strategies

1. Inbound marketing

It's about attracting customers through relevant and helpful content and adding value at every stage in your customers buying journey.

2. Outbound marketing

A more traditional form of marketing, where a company pushes its messages out to an audience. It focuses more on the traditional forms of marketing and advertising like Tv commercial, radio ads prinding advertisements etc...

3. Account - Based Marketing (ABM)

ABM is about marketing to a specific company or sometimes to the individual with a personalized message /content. the idea is that the more targeted the effort the better the results.

Todd kunsman.(2019)Internal marketing:why your company should prioritize it, July 2, 2019, https://everyonesocial.com/interal-marketing/

https://images.app.goo.gl/TZWazodaoDt4kUUb6

[2] Different approaches to business innovation......

• Continuous product and process improvement
• Improving your product design
• Upgrading you business model
• Using new technologies to add value to an existing product or service
• Exploiting a new technology to create a new product, service or business

Common approaches to innovation.http://www.nibusinessinfo.co.uk./content/common-approches-innovation

[3] Normative controls

Normative controls govern behavior through accepted patterns of action rather than written policies and procedures. it uses values and beliefs called norms, which are established standards.

eg. Within a team, informal rules make team members aware of their responsibilities.

It reflect the organisation's culture, the shared values among the members of the organization  

lumenlearning.(2019)principles of management.https://courses.lumenlearning.com/suny-principlesmanagement/chapter/levels-and -types-of-control/

Instrument control

An instrument is a device that measure or manipulate process physical variables such as flow, temperature, level, or pressure etc... The control of process is one of the main branches of applied instrumentation. control instrumentation includes devices devices such as solenoides,vales, circuit breakers,and relays.

S Bharadwrj reddy.(2015).Instrumentation Tools, https://instrumentationtools.com/what-is-instrumention-and -control-engineering