The 3rd step in internal marketing

Welcome to

The 3rd step in internal marketingDissemination of Marketing

Information to EmployeesRina Suprina, M.Hum, M.SiPar

Ivan Prasetya M.Par

Marketing for Hospitality and Tourism, Fifth Edition

By Philip Kotler, John Bowen and James Makens

© 2010 Pearson Higher Education, Inc.

Pearson Prentice Hall - Upper Saddle River, NJ 07458

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The Internal

Marketing Process

Dissemination of

Marketing Information

to Employees





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Dissemination of


to Employees

• Often, the most effective way of

communicating with customers is

through customer-contact

employees.





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Dissemination of


to Employees

• Employees often have opportunities to solve guest problems before

these problems become irritants.

– to do this, they need information





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Dissemination of


to Employees

• Unfortunately, many companies leave customer-contact employees

out of the communication cycle.





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Dissemination of


to Employees

• Marketing tell managers &

supervisors about upcoming events, ad campaigns and new

promotions.

– but some managers may feel

employees do not need to know

this information





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Dissemination of


to Employees

• All staff should be informed

about promotions.

– they should hear about

promotions & new products

from management, not from

ads meant for external

customers

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Dissemination of


to Employees

• Management must understand that

employees are watching them for cues about expected behavior.

– if the general manager picks a

piece of paper up off the floor,

other employees will start doing the

same





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Dissemination of


to Employees

• A manager who talks about the importance of working together as

a team can reinforce the desire for

teamwork through personal actions.





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Dissemination of


to Employees

• Ongoing communication between

management and employees is

essential—not just group meetings

but regular individual meetings

between the employee and

management.

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Dissemination of


to Employees

• Managers should meet with

customer-contact employees to

gain customer need insights.

– and determine how the company

can make it easier for the

employee to serve the customer





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Dissemination of


to Employees

• Hotels can use technology and

training to provide employees with product knowledge.

– information can be readily

accessible to employees, who

should then be trained in the

hotel’s products & services

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Dissemination of


to Employees

• Employees should receive information on new products and

product changes, marketing

campaigns, and changes in the

service delivery process.





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Dissemination of


to Employees

• All action steps in the marketing

plan should include internal

marketing.

– when a company introduces a new

media campaign, the plan should

include actions to inform employees





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Dissemination of


to Employees

• The first time most employees see company ads is

in the media in which the

advertisement is placed.

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Dissemination of


to Employees

• Before the advertisements appear

in the media, the company should

share the ad with its employees.

– managers should also explain the

objective of the campaign and the

implications





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Employee

Involvement in

Product Selection

The Internal Marketing Process

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Employee

Involvement in

Product Selection

• Employees should be informed of &

involved in the selection of the uniforms

they wear everyday.

– selection is often left to designers &

managers with little input from the service

worker





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Employee

Involvement in

Product Selection

• Employee dress contributes greatly

to the guest’s encounter with

customer-contact employees.

– uniforms also become part of the

atmospherics of a hospitality operation or travel operation





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Employee

Involvement in

Product Selection

• In cases where uniforms are lacking,

guests may become frustrated because

they have difficulty identifying employees

when they need help.





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Employee

Involvement in

Product Selection

• Uniforms have the ability to create

attitudes about an employee’s job.

– employees dressing in formal wear state

they feel & behave differently once they

put on their uniform

– putting on the costume can mean putting

on a role and shedding other roles

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Employee

Involvement in

Product Selection

• Employees’ dress can direct employees’

behavior to be more consistent with the

goals and standards of behavior

established by the organization.





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Employee

Involvement in

Product Selection

• A study of resort employees found a

significant relationship between

employees’ perceptions of their uniforms

and their overall job attitude.

– the higher the employee’s perception of

the uniform,

the more positive their rating of overall job

attitude

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Employee

Involvement in

Product Selection

• Management often looks for uniforms that

represent the property, acting as a

marketing tool—enhancing the image of

the organization.

– uniforms should be functional & accepted

by employees





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Employee

Involvement in

Product Selection

• It is paramount to allow employee

involvement in uniform choices

regarding both function & image.

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The 3rd step in internal marketing