The Power of Internal Marketing Research Paper Example | Topics and Well Written Essays - 1500 words

The Power of Internal Marketing - Research Paper Example Internal marketing dictates that excellent marketing departments, by no means, are the guarantee of extraordinary value creation for the customer. In fact, any organization, where employees point out at the marketing department by saying that â€Å"They do the marketing†, might not ever be able to realize its potential (Knudsen, 1995). Only when employees start understanding that the goal of achieving customer satisfaction, through value creation, is the job of all employees, the company becomes a pure market organization (Lauer, 2010; Boone and Kurtz, 2011). Consider the example of a Vice President of Marketing at an airline company. He has adopted a market penetration strategy and intends to do the same with cleaner cabins, lower fares, better-trained crew and providing better quality food, which lead to customer satisfaction, customer retention and word of mouth advertisement. However, the Vice President is helpless in this case because the catering department serves food of average quality in order to keep the costs down. The human resource department does not care if the crewmembers are friendly enough. The maintenance department is indifferent about high quality and constant cleaning and just focuses on ordinary services. Furthermore, the finance department has been increasing the fares in order to improve the liquidity position of the company (Cahill, 2008).