1. Appendix D
Firm Infrastructure Margin
Human Resource Management
Support
Activities Technology Development
Procurement
Inbound Operations Outbound Marketing and Service
Logistics Logistics Sales
Margin
The Generic Value Chain- Referenced from Kotler, P (2006, pg39)- Marketing
Management 12th Edition.
Value is one of the first objectives from an internal perspective, which starts internally
before it can be transposed externally. The interesting factor of the supply chain
relating to internal marketing is that it is linked in with sales. Many firms use separate
sales and marketing departments, but nowadays firms now choose to merge the two
departments to create a better structure of cooperation and communication, reducing
barriers to communication. This can also reduce time in the chain of command or
structure of the organisation with departments merged; therefore reducing any time
taken and therefore increasing productivity and quality in another activity. A
suggestion for how the value chain might be adapted could be to merge marketing
with sales (as this is part of how internal marketing operates).