If all departments cooperating companies serve the interests of customers, the result is integrated marketing. Unfortunately, not all employees are trained and motivated to work for the customer. An engineer complained that the salesperson “always protect the interests of customers and not think of the company”. He sprayed the customer as “asking too much”.
Integrated marketing runs in two stages. First, a variety of marketing functions such as sales force, advertising, product management, marketing research and others must work together. Very often, salespeople angry at the product manager for setting the “price is too high” or “the target volume is too high”; or director of advertising and brand managers do not reach an agreement regarding the ad campaign.
All of these marketing functions must be coordinated from the customer’s viewpoint. Second, marketing must be well coordinated with other parts of the company. Marketing will not run if it is only a single department, it will run only if all employees aware of their impact on customer satisfaction.
To support teamwork in a department, in addition to implementing external marketing, the company also must implement internal marketing. External marketing is marketing directed at people outside the company. Internal marketing is an activity of the success in receiving, train and motivate employees who have the ability and want to serve customers well.
Indeed, Internal marketing must first exist before external marketing. It makes no sense if the company promises outstanding service before employees are ready to provide these services. Many managers are sure that the customer is the key to achieve a profit, therefore many companies are now using modern organizational structure yangberorientasi customers but also there are those who use the traditional organizational structure.
They consider the structure / traditional organization chart (Figure 2.5) is a pyramid with the president at the top, the manager in the middle, and frontline employees (sales and service, telephone receiver, front) and customers under. It is outdated. Reliable marketing company better understand this problem, they flipped the chart.
At the top of the organization is the customer. Next is the front-line employees who meet, serve, and satisfy customers. Below them are the middle managers, in charge of supporting the front-line employees to serve customers well. Finally, in the most basic is the duty of top management support middle managers.