> Integrated Marketing Home » Marketing » A. Understanding Marketing » > Integrated Marketing Taufiqullah August 16, 2011  comments If all the departments work together to serve the company interests of customers, the result is integrated marketing. Unfortunately, not all employees are trained and motivated to work for the customer. An engineer complained that the salesperson “always protect customers and do not think corporate interests. ” He sprayed the customer because “asking too much.” Integrated Marketing runs in two stages. First, diverse functions such as sales force marketing, advertising, product management, marketing research and others must work together. Very often, the salesperson was angry at the product managers because it set a “price too high” or “target volume that is too high “; or director of advertising and brand managers are not reached an agreement regarding the ad campaign. All functions This marketing should be coordinated from the standpoint of the customer. Second, marketing must be well coordinated with Another part of the company. Marketing will not run if he only form one department, he will run only if all employees realize their impact on customer satisfaction. To support teamwork within a department, besides applying external marketing, the company must also implement internal marketing. External marketing is marketing directed at people outside the company. Internal marketing is an activity of success in recruit, train and motivate employees who have the ability and want to serve customers well. Indeed, internal marketing must first exist before marketing external. It makes no sense if the company promises service outstanding before the employee is ready to provide such services. Many managers who believe that the customer is key for profit, therefore, are now widely company uses a modern organizational structure customer-oriented but also still exist that use traditional organizational structure. They consider the structure / chart traditional organizations (figure 2.5) is a pyramid with president at the top, middle managers and line employees front (the sales and service, telephone receiver, receptionist) and customers below. It is already obsolete. A reliable marketing companies better understand this problem, they flipped the chart. At the top of the organization is customer. Next is the front-line employees who meet, serve, and satisfy customers. Below them is middle managers, in charge of supporting frontline staff to serve customers well. Finally, at the most basic is the duty of top management support middle managers. It also added customers in the side for showed that all managers in the company directly involved in identifying, meeting, and serve customers.
Pages to are hidden for
"Integrated Marketing (DOC)"Please download to view full document