利兹卡尔顿.ppt

The Ritz-Carlton
Chapter 10 Internal marketing
Take The Ritz-Carlton Hotel Company as case study
Prepared by Zhao yu ping(87093)
03\09\2006
The objectives of this chapter
Understand why internal marketing is an important part of a marketing program
Explain what a service culture is and why it is important to have a company where everyone is focused on serving the customer
Describe the four-step process involved in implementing an internal marketing program
Explain why the management of nonroutine transactions can create the image of being an excellent provider.
Key terms
Internal marketing: marketing by a 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.
Cast members: it used for employees. It implies that employees are part of a team that is performing for their guests.
Cross-training: training employees to do two or more jobs within the organization.
Empowerment: when a firm empowers employees, it moves the authority and responsibility to make decisions to the line employees from the supervisor.
The Ritz-Carlton
Internal marketing is marketing aimed internally at the firm’s employees. Internal marketing following four steps:
Establishment of a service culture.
Development of a marketing approach to human resource management.
Dissemination of marketing information to employees
Implementation of a reward and recognition system.
Two cultures
Service culture: a culture that supports customer service through policies, procedures, reward systems, and actions.
Organizational culture: is the pattern of shared values and beliefs that gives members of an organization meaning, providing them with thules for behavior in the organization.
Internal marketing
1 the hospitality industry is unique in that employees are part of the product.
2 marketers must develop tech