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Internal Marketing Culture Generic Benchmarking

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Internal Marketing Culture

· Describe how an internal marketing culture can better satisfy customer needs.

· Analyze the factors that influence internal marketing culture.

· Describe how consumers make decisions to purchase services.

Required Reading

Read your materials for Week Four on your rEsourceSM course page.


Learning Team - Internal Marketing Culture Generic Benchmarking

Individually, identify and research two companies that have faced specific issues related to those in the Huffman Trucking scenario (note: while this exercise is similar to your earlier team exercise, you should use two different companies than those you used previously for the Smith Systems Consulting scenario.) For each company selected, discuss the following in a 350-word synopsis: (A) issue identified in the scenario that is also facing the company, (B) how the company responded to the issue, and (C) outcomes of the company's response to the issue. Thus, each team member should have two 350-word synopses, one for each company, which provides the information identified. To avoid duplication of efforts, each team member should identify, to the team, the companies he or she will be researching before doing this part of the assignment.

Step 2

As a team, based upon the information gathered from the individual work done in Step 1, prepare a 1,050-word to 1,400-word analysis that synthesizes the key findings. As a team, using the companies researched: (A) identify the key course concepts and (B) compare and contrast the practices of each company related to those concepts. Appropriately cite all references used.

Step 3

The team will submit a final composition which consists of a title page, the team's overall analysis, the individual company synopses (with the preparer of each synopsis identified), and an appropriate reference page. As a guideline, a team of five will submit roughly 13-14 pages of material as well as a title page and reference page.

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Solution Summary

This is Generic Benchmarking Research for Huffman Trucking, a fictitious company, in MMPBL580 as related to Internal Marketing Culture . The topics covered are "Using Communication to Align Strategy and Internal Marketing" and "Managing Service Quality".

Solution Preview

Below and attached are the comprehensive answers (same answers in 2 different formats) to your questions on the Huffman Trucking Benchmarking for MMPBL580.

OTA # 105428

Huffman Trucking Consulting Generic Benchmarking

Companies that hope to weather changes in the market successfully must learn to use internal marketing effectively. The essence of internal marketing requires an organization to fulfill the needs of its employees so they can fulfill the needs of customers. Internal marketing is a management strategy that uses the bottom-up channel, where employees have the means and motivation to communicate with management, sharing their concerns about changes facing the business, supplying relevant feedback from the customers they serve daily, and presenting ideas on how to ease the transition and improve customer service (Stershic, 1994).

Huffman Trucking is a company that has been unable to pull ahead of its competition. Phil Huffman, the company CEO, is frustrated by this and would like to implement customer-centricity as a way to help boost his company's growth to the next level. Customer-centricity requires that the company place the customer at its center, and consider the impact on the customer when making major business decisions. There are several issues facing Huffman Trucking including managing service quality, improving internal marketing culture, discovering and satisfying consumer needs, implementing a strategic marketing process, using communication to align strategy and internal marketing, and evaluating and controlling organizational processes. To devise a superior internal marketing strategy Huffman Trucking is benchmarking best practices in these issues.

Managing Service Quality

Sunmark Federal Credit Union

Issues faced by the company

In recent years concerns about increasing and stabilizing service quality have resulted in a keen awareness of the crucial role that frontline employees play in providing excellent service to customers. These employees are in direct personal contact with their company's ...

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