In the past decade the term "internal marketing" has emerged in many companies to describe application of marketing infernally within the firm. This seems to be an area where practice appears ahead of theory. Despite the existence of many internal marketing programmes no books, at least in English, have been published on internal marketing and only a handful of articles have addressed this important and emerging area. There are two key aspects to this. One involves the notion of the internal customer. That is, every person working within an organization is both a supplier and a customer. Here we are concerned with getting staff to recognize that both individuals and departments have customers and then determining what can be done to improve levels of customer service and quality levels within the organization. The second aspect is concerned with making certain that all staff work together in a manner that is attuned to the company's mission, strategy and goals.
We learn from the passage that as a term, "internal marketing" ____.
refers to the qualifications required of a company's staff
has only been in use since the 1990s
has been extensively dealt with in academia publications
has as yet no practical application
has been in use in marketing strategies for several decades
According to the passage one of the aims of internal marketing is to ____.
upgrade the quality of a company's customer service
ensure that there is a continual supply of goods
encourage in-service training for ail employees
promote a spirit of competition between departments
increase the number of customers through promotions
According to the passage, when there is internal marketing within a firm ____.
its activities will be reviewed at regular intervals and its employees encouraged to make their suggestions
every employee should be instructed as to the company's aims and strategies invariably see to be
the employees are invariably seen to be contented
all the employees are expected to work together in harmony with the company's objectives
there are regular meetings between management and representatives of the employees