The 3rd step in internal marketing

Welcome to
The 3rd step in
internal marketing
Dissemination of Marketing
Information to Employees
Rina 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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10
Dissemination of
to Employees
• Often, the most effective way of
communicating with customers is
through customer-contact
employees.

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10
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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10
Dissemination of
to Employees
• Unfortunately, many companies
leave customer-contact employees
out of the communication cycle.

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10
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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10
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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10
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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10
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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10
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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10
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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10
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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10
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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10
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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10
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.

The 3rd step in internal marketing

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