Chapter 10: Internal Marketing

1. Marketing must be part of the __________ of the organization, and the

marketing function should be carried out by all __________ employees.
2. In __________ firms, the marketing function is often carried out by a marketing
department because many employees do not interact with the customer.
3. No matter how much one spends on the __________ environment, the
__________ environment has to be warm and friendly for guests to return.
4. Richard Normann developed the term __________ of __________, which occurs
when employee and customer have contact.
5. The service delivery process is a combination of the tools employed by the
firms representative and the __________ and __________ of the client.
6. The hospitality industry is unique in that __________ are part of the product.
Therefore, the hotel must have a staff that will perform well when in contact
with customers.
7. __________ marketing attracts guests, but this does little good if the __________
do not meet or exceed guest expectations.
8. Internal marketing ensures that employees at all levels of the organization
__________ the business and __________ its various activities and campaigns in
an environment that supports __________ consciousness.
9. A major barrier to most internal marketing programs is __________ __________.
10.__________ have been trained to watch costs and increase profits. Therefore,
most company __________ systems are based on achieving certain cost levels.
11.__________ must develop a service culture: a culture that supports guest
satisfaction through policies, procedures, reward systems, and actions.
12.An __________ culture is the pattern of shared values and beliefs that gives
members of an organization meaning, providing them with the rules for
__________ in the organization.
13.The employee must have a degree of discretion over the __________ and
__________ of the experience to ensure the customers differing needs and
expectations are met.
14.When an organization has a __________ culture, the organization and its
employees act as one. However, a company with a strong culture doesnt
always have a __________ culture.

15.A weak service culture results in __________ employees who cannot make
decisions outside the rules and regulations.
16.A strong service culture often means __________ service that does not have
the limitations of a chain of command.
17.The conventional organizational structure is __________. The CEO is at the
peak, followed by the general manager, the department heads, line
employees, and customers.
18.The problem with the conventional organizational structure is that everyone
is trying to please their __________. This takes attention away from the
__________.
19.An advantage of a strong culture is that it prepares employees to handle
__________ __________.
20.Management exhibits confidence in their ability to _____ and _____ employees
by trusting their employees decisions.
21.Hospitality firms are now using technology to serve __________ customer
transactions. In time, employees will be dealing with increasingly non-routine
tasks. Self-confident __________ will take advantage of technology designed to
enhance and hasten guest service.
22.Managers must use the principles of marketing to __________ and _________
employees. They must research and develop and understanding of employee
needs.
23.Marketers can use marketing research techniques to __________ the employee
market. Marketing mix factors include job, pay, benefits, location, and
transportation among others.
24.__________ should be developed with prospective employees in mind, building
a positive image of the firm for present and future __________ and __________.
25.The service product is in part the __________ the employee delivers with the
service experience.
26.Service characteristics like __________ require the employee to display more
initiative, to cope more effectively with stress and to be more interpersonally
__________.
27.Southwest Airlines considers employee training to be a __________ process,
which is why they cross-train their employees on __________ jobs to enrich
every employees work experience.
28.An employees __________ to handle guests requests help form an initial
__________ of a hotel or a restaurant.

29.An effective internal marketing program demands close cooperation between

__________ and __________ __________ management.
30.Organizations that lack __________ create an uncomfortable environment for
the guest. Customers should not have to learn the hotels organizational
chart.
31.If employees are not __________ about the company they work for and
__________ about the products they sell, it will be difficult to acquire and retain
customers.
32.Companies that lead their industries in customer service emphasize ___________ and __________ experiences. To do this, they rotate new employees
through all departments in a hotel.
33.As employees job __________, job __________, and job __________ improve, their
customer focus also improves.
34.Some common methods of managing __________ ___________ include
monitoring overtime, avoiding double shifts, encouraging work breaks, and
supporting fellow employees.
35.If you want to improve employee performance, you must ensure that they
accurately __________ the practices, procedures, and behaviors that are
__________, __________, and __________ of them.
36.Reward systems in the hospitality and travel industries used to be based only
on meeting __________ __________ such as achieving certain labor and food
costs or increasing revenue.
37.Reward systems based on __________ __________ are one method of rewarding
employees in a customer-oriented company.
38.The actions of management are one way that an organization __________ with
its employees. Management at all levels must understand that they are being
watched for cues about expected __________.
39.Hospitality organizations should use __________ as part of their internal
communication. Most companies distribute regular employee newsletters.
40.Managers need to communicate company vision to employees and must in
turn receive __________ __________ from the employees to determine how to
adjust the company objectives.
41.Hotels can use __________ and __________ to provide employees with product
knowledge.
42.Without the proper information and support, employees will show __________
towards the implementation of new technology and policy.

43.Employee __________ have been found to be a contributing factor in role

playing, acting as a vivid cue that can encourage employees to engage in
certain __________.