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1. Introduction of the presentation

Perhaps we should begin Good evening, everyone. May I welcome you to our presentation. My names Phu Im responsible for group 6. This evening I would like to report on our topic: What is internal marketing orientation( IMO)? What is external marketing orientation? How does IMO affect employee job satisfaction and organizational commitment? What is IMO impact on consumer-oriented behavior? In short, I definitely present about 2 things: Internal marketing orientation ( IMO) and External marketing orientation ( EMO). And I will talk to you so much about Internal Marketing Orientation. Our talk is devided into three parts: Firstly, we will talk to you about the definitions of marketing, internal marketing, external marketing,. Meanwhile, Ms Yen Linh will explain the concept of internal marketing orientation, external marketing orientation to you. Secondly, Ms Huong, Hoa and Dieu Linh will show you How does IMO affect employee job satisfaction and organizational commitment? What is IMO impact on consumer-oriented behavior? And finally, in part 3, Ms Vy and Ms Lieu will tell you about How we have a good IMO? Now, moving on to the first part of our presentation. Ill begin by giving you some definitions and details about the topic. I would like to ask Mr. Tien 1 question, Can you list some external factors that influence to the marketing strategy of the company. Example: suppliers, customers, competitors, economy, technology, What about internal factors: management, organizational structure, strategy of the organization, culture of the organization and employees. That all I want you to distinguish internal market and internal marketing. Marketing its the activity relate to something inside in company, but internal market is one kind of the market. You understand about the differences between external market and external marketing.

2. Content
As you know, from the marketing subject that we all learnt in previous semester. You know, Marketing is all the activities, marketing is everything a company does to satisfying needs and wants of customers through an exchange process and building long term relationships. What about internal marketing? Internal marketing is a process that takes place within the company, making the employees feel as if they're the customer, so that they learn to more easily promote the company's products and goals. Tip th ni b l mt qu trnh din ra trong cng ty, lm cho nhn vin cm thy nh h chnh l khch hng ca cng ty, do h s hc cch qung b sn phm v mc tiu ca cng ty mt cch d dng hn. So, what is the point. The point is N cng l mt trong nhng cch xc tin bn hng v l mt k thut qung co.

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It is a kind of sales promotion and advertising technique Internal marketing is the process of motivating and empowering the employees of a company to work as a team for the overall wellbeing of the customers and thereby the company itself. L mt qu trnh thc y v trao quyn cho nhn vin trong cng ty h lm vic nh mt i v phc li chung ca khch hng v v th li ch ca chnh cng ty. External Marketing I dont talk so much to you about external marketing because its very familiar to all of us, its is tranditional marketing that we learnt in subject of marketing. But, I would like to recall it to you. External marketing includes all the activities which enable an organization to satisfy the needs and wants of the customer. Sometimes, we focus on our suppliers, we search information of our competitors. You know, the quality of the interaction between seller and buyer will determine marketing success, but this will often depend upon individual contacts between employees of the organization and current or prospective customers. Tip th hng ngoi bao gm cc hot ng cho php mt t chc p ng cc nhu cu v mong mun ca khch hng. Tnh cht ca s tng tc gia ngi bn v ngi mua s quyt nh s thnh cng trong tip th, nhng n cng thng ph thuc vo s hp tc ring l gia nhng nhn vin ca t chc v nhng khch hng hin ti/ tng li. And now, Id like inviting Ms. Yen Linh to give you more details about internal market orientation and external marketing orientation. Thank you very much! (Hello everyone My names Linh. Im very please to continue our presentation. My speech is divided into two part. Part 1 is Internal market orientation; part 2 is the definition of External market orientation. If you have any question, please feel free to ask. Now, we move on to part 1. Internal market orientation.) 1. Internal Market Orientation Internal market orientation is an important concept where organizations apply marketing tools to attract and retain the best employees, which will affect business performance. The term internal market orientation is defined as viewing employees as internal customers, viewing jobs as internal products that satisfy the needs and wants of these internal customers while addressing the objectives of organizations (Berry, 1981). For example:

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In Dai-ichi Life company, employees are entitled to purchase the life insurance directly to the company with special privileges to protect their lives and their relatives. Thats mean, Dai-ichi Life use an incentive policy to attract, motivate and retain employees. (So, what about external market orientation?) 2. External Market Orientation External market orientation is a business philosophy, including three core elements: 1. 2. Customer orientation Competitor orientation Inter fuctional coordination Customer orientation focuses on the sufficient understanding of ones target customers. Competitor orientation emphasizes the understanding of the short-term strengths and weaknesses and the long-term capabilities and strategies of the key current and potential competitors. 3. Inter functional coordination: uses teams of people from various business functions to plan, develop, and market new products. The teams work closely together to define customer needs and develop products to meet the needs. For example: mobile phone First, people just want a device to keep in touch with everyone. But now, they want a smart phone, which must attractive in design, have many function not only to keep contact but also to entertainment, and so on. So, the mobile phone company launched its new products to meet customer needs. (Hnh nh in thoi ca Nokia: cc loi t ngy xa ti smart phone by gi) (Did you get it? Ya.. thats all my part. Miss Huong will tell you about )

WORDs Inter functional coordination: S lin kt gia cc phng ban Privilege : c quyn, s u i Incentive: khuyn khch, khch l

IM is important for commercial organizations because: 1. Customer satisfaction is related to levels of employee satisfaction With an internal marketing strategy, employees are treated as internal customers who must be convinced of a company's vision and worth just as external customers. The goal of internal marketing is to situate every aspect of a companys internal operations to ensure they are as capable

dangducphu.ftu2@gmail.com as possible of providing products or service to customers. If a company can operate in a suited and standardized way, that company can provide a more appropriate experience to their customers. IM is based on the idea that customers attitudes toward a company which are not only based on their experience with the companys products but also their entire experience with that company. Any time a customer interacts with an employee, it affects their satisfaction. Everyone from a sales clerk to an over the phone technical support specialist helps to build that customer's experience. Therefore, customer satisfaction is deeply dependent on the performance of a company's staff. For example, Apple has a unique organizational culture that emphasizes innovation, creativity, and profession. In order to promote this culture, they are highly careful when they recruit and train employees. Apple realizes that the best way to promote the image of their brand is for every employee, especially the ones who directly work with customers. Anyone who has been to an Apple store knows that the employees are experts in the products they sell and are willing to answer considerable numbers of questions. They are smart, accessible, and knowledgeable, positively reflecting the company's image. 2. To successfully affect external markets rely on effectively performing by employees

and Building corporate image IMs role is to create awareness and appreciation of companys aims and strengths as all employees are potential company ambassadors. IM encourages employees to offer the best service to customers by highly appreciating their contribution to the success of the company. 3. Today, Employees are your most valuable asset of all corporates over the world.

Therefore, employees need to be worthy of investment. Productivity and performance of employees that the company gain is related to the individual achievements of the company. Good internal marketing will attract qualified candidates from competitors and keep them in the company for a long time. How does IMO affect employee job satisfaction and organizational commitment? The effect of IMO to employee job satisfaction and organizational commitment

dangducphu.ftu2@gmail.com - Employee job satisfaction: Employee is one of the most important parts in a company because they impact directly into the companys success. When customers buy products or services it means that they buy labour or acts of performance of employee. So managers must have satisfied employee in order to have satisfied customers. IMO as a tool of companies to increase job satisfaction Therefore IMO increase job satisfaction by:

First, managers pay much more attention to communicating marketing and other strategies to employees, so they understand the effect that their work has on these. Second, managers increase employee job satisfaction by treating jobs as products . They should try to design jobs with features that prospective employees value, rather than simply concentrating on the task requirements of the job. Such an approach will help to attract and retain the best employees. Third, Companies ensure that they recruit employees who are highly motivated, customer orientated and sales minded, because changing employee attitudes and behaviours is more difficult and costly once they have been recruited

- Organizational commitment Organizational commitment is defined as the commitment and/or loyalty of employees with the firm IM ensure that employees feel that management care about them and their needs are met. This increases employeess attitude and motivation in working which leads to better performance thereby better satisfying the needs and wants of external customers. Lack of commitment from employees can be harmful to an organization, resulting in poorer performance arising from inferior service offerings and higher costs. Internal marketing could be the answer to gaining employee commitment Internal Marketing is positively related to organizational commitment.

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Impact Internal Market Orientation on Consumer-Oriented Behavior 1: Consumer-oriented behavior.
Consumer-oriented behavior which we define as the extent to which employees engage in continuous improvement and exert effort on the job on behalf of consumers (Peccei and Rosenthal, 1997) Slide 1 To sum up, Consumer-oriented behavior is the positive attitude of employees to meet consumer needs; they try to work for the benefit of consumer. Slide 2 Consumer-oriented behavior involves: Determining and satisfying consumer needs Increasing long-term customer satisfaction, avoiding customer dissatisfaction Creating product and providing services offerings accurately Reinforcing brand loyalty of customer Slide 3

2: Relationship between Internal market orientation and consumer-oriented behavior.

The greater the Internal market orientation of the firm, the higher Consumer-oriented behavior Slide 4 We know that Internal market orientation is attracting, developing, motivating and retaining qualified employees through job-products that satisfy their needsthe philosophy of treating employees as customers... and the strategy of shaping jobs to fit human needs. Positive evaluations of manager rewards and recognition behavior also had significantly positive effects on the loyalty behaviors of employees, those behaviors relating to the promotion of the organization to consumer. Slide 5 Eg: When an employee has a clear understanding of what it takes to earn rewards and recognition, they will feel more supported by the organization and therefore display more loyalty. When employees feel valued by their firm and by their manager, they are more likely to act in the best interest of the firm and the customer. So they will improve and make effort on the job on behalf of consumers. Slide 6

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Finally we believe that reward and recognition for employees to perform well can increase the frequency of positive customer-oriented behaviors. How can we do internal marketing successfully? 1. Aligning the organizational objective with the employee attitude is the most important step in the internal marketing process. We always should keep our employees informed about our goal. We should clearly convey the message to the employees that this is the purpose for which we are in the market. Then we should take necessary steps so that the employees can harmonize their attitude or behavior. 2. Introducing the core values of the organization is another step. Each and every employee must comprehend the core value of the organization. 3. Coordinating the tasks of every employee is another important step in the entire process. Introduction of the total quality management (TQM) is a great way to achieve this coordination. If the employees dont know what to do; when to do; how to do; for whom to do, then it is very difficult to achieve the organizational objectives. And this lack of coordination parallels to the lack of internal marketing. So coordination must be established. 4. Creating congenial atmosphere is also equally important. We should create such a corporate culture in which every employee can share their views with others, even with the higher authority. 5. Authorizing and empowering the employees facilitate internal marketing. When the employees feel that they are authorized and empowered to take a decision, they can show their intrinsic creativity which ultimately help satisfy the customers. This authorization and empowerment also entail the accountability of the employees. 6. Rewarding the best employee performance is another way to do internal marketing. This also initiates a positive competition among the employees. 7. Nurturing the fair-play policy can ensure active involvement of the employees in the organizational activities which ultimately makes sure the implementation of internal marketing.

Conclusion of the presentation!

dangducphu.ftu2@gmail.com Philip Kotler, who is known as the father of marketing (2000) said that internal marketing is more important than the traditional external marketing. That is because employees are also consumers, where the organization has to take care of its employees and build organization value for every member to follow (Kotler, 2004). In addition, Greeneetal. (1994) suggest that internal marketing orientation is the key to excellent service and success of external marketing.
Thats all from our presentation. I hope its really useful for all of you. Thank you all for your attention!