Marketing for Hospitality and Tourism
Kotler, Bowen and Makens
Internal Marketing
Chapter 10
Learning Objectives
1. Understand why internal marketing is an important
part of a marketing program.
2. Explain what a service culture is and why it is
important to have a company where everyone is
focused on serving the customer.
3. Describe the three-step process involved in
implementing an internal marketing program.
4. Explain why the management of nonroutine
transactions can create the image of being an
excellent service provider.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Internal Marketing
Internal Marketing involves marketing to the
firm’s internal customers, its employees
The Moment of Truth occurs when employees
and customers have contact
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Internal Marketing Process
Establishment
of a Service
Culture
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Development
of a Marketing
Approach to
HR
Dissemination
of Marketing
Information to
Employees
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Establishment of a Service Culture
Service
Culture
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
Service
Marketing
Program
Organizational
Culture
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
New Organizational Structure
Customers
Line Employees
Supervisors
Department Heads
General
Managers
Corporate
Focus of
Organizational Team
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Nonroutine Transactions
• Strong culture prepares employees to handle
nonroutine transactions
– Service culture provides employees with the proper:
•
•
•
•
Attitude
Knowledge
Communication Skills
Authority
• Nonroutine transactions are unique
– The ability to handle nonroutine transactions
separates excellent hospitality companies from
mediocre ones
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Marketing Approach to HR
Create Jobs that Attract Good People
Improve the Hiring Process
Promote Teamwork
Emphasize the Importance of Initial Training
Train Continuously
Manage Emotional Labor
Implement a Reward and Recognition System
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Key Terms
Cast members A term used for
Internal marketing Marketing by a
employees. It implies that employees
are part of a team that is performing for
their guests.
Cross-training Training employees
service firm to train effectively and
motivate its customer-contact
employees and all the supporting
service people to work as a team to
provide customer satisfaction.
to do two or more jobs within the
organization.
Moment of truth Occurs when an
Emotional labor The necessary
employee and a customer have
contact.
involvement of the service provider’s
emotions in the delivery of the service.
Organizational culture The
Empowerment When a firm
empowers employees, it moves the
authority and responsibility to make
decisions to the line employees from
the supervisor.
pattern of shared values and beliefs
that gives members of an organization
meaning and provides them with the
rules for behavior in that organization.
Service culture A system of values
and beliefs in an organization that
reinforces the idea that providing the
customer with quality service is the
principal concern of the business.
Marketing for Hospitality and Tourism, 6e
Kotler, Bowen and Makens
© 2014 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved