2.3 Session 2 quiz

You have now completed the session on managing through internal marketing. To test your understanding of this managerial approach, have a go at the Session 2 quiz.

Figure 13 Quiz time

Activity 8 Session 2 quiz time

Allow around 20 minutes for this activity

1. The target audiences of internal marketing are ______

 

Answer

c. Employees are the audience of internal marketing.

2. What are the core features of internal marketing approach?

 

Answer

a, c, d. Proponents of internal marketing highlight its potential to achieve organisational objectives, improving both customer and employee satisfaction. At a tactical level, it can include: ongoing training; the encouragement of formal and informal communications, such as newsletters; and internal segmentation.

3. The main components of an internal marketing plan are _____

 

Answer

a, c, e. The main components of an internal marketing plan are information gathering and researching, segmentation and targeting, and communication. Other important components are identifying and building a relationship, and the development of internal products and communication.

4. The definition of ‘development of internal products’ is ______

 

Answer

d. Just about anything that employees ‘consume’ or ‘use’ that shapes their working life and environment can be considered an internal product. Central to internal marketing is the development of internal products (goods and services) based on the specific needs of the employees. These may include practices, plans, structure, vision, mission and values as well as new performance measures, new ways of working, services and training courses, and the job itself.

5. Which of the following are NOT one of the processes of the internal marketing cycle?

 

Answer

The processes of the internal marketing cycle are energising, diffusing, authorising, and code-breaking.