INTERNAL MARKETING

Internal marketing is a sales technique. Company treats its employees as customers. This help to make all components of business function harmoniously and also deliver a clear message.

Every business has at least two types of customers: internal and external. Generally the companies focus on external customers but internal customers are also important.

Internal customers are the employees of the company. Marketing to these internal customers is a vital aspect to the effectiveness of a company.

Internal marketing is a means of involving staff at all levels in effective marketing programs by enabling to understand their role within the marketing process.

This type of marketing is designed to help companies strengthen their communications with customers to help sell products and services. This helps in branding too.

The companies need people that are motivated by its products and services.

Ex. Apple Store- When we visit an Apple Store we meet apple employees to give us demonstration and explain the products of Apple. We have purposely designed experience. Apple people are enthusiastic and very knowledgeable and sell Apple principles and Apple brand. These people are specially recruited and specifically trained. Apple with this internal staff now has established a link/relationship with external customers.

Thus employees engage in direct contact with clients and help promote and sell products. They also provide valuable feedback to the company.

The basic chain links internally so the concept of the internal customer sees everybody within the organization treating each other as customers. The Logistics manger would see a customer services function as his internal customers. The customer service function would see field engineers as their customers. The research and development team would see the manufacturing team as their customers. The relationship works in both directions, up and down the supply chain.

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