Contemporary issues in managing
Contemporary issues in managing

Start this free course now. Just create an account and sign in. Enrol and complete the course for a free statement of participation or digital badge if available.

Free course

Contemporary issues in managing

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.

Described image
Figure 13 Quiz time

Activity 8 Session 2 quiz time

Timing: Allow around 20 minutes for this activity

1. The target audiences of internal marketing are ______

a. 

a. Shoppers


b. 

b. Politicians


c. 

c. Employees


d. 

d. Entrepreneurs


The correct answer is c.

Answer

c. Employees are the audience of internal marketing.

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

a. 

a. The development of internal (employee, management and organisation) relationships


b. 

b. The manipulation of employees


c. 

c. The creation of shared vision, values and organisational identification


d. 

d. An emphasis on competence building through training and education


The correct answers are a, c and d.

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 _____

a. 

a. Information gathering and researching


b. 

b. Discovering


c. 

c. Segmentation and targeting


d. 

d. Managing organisational politics


e. 

e. Communication


The correct answers are a, c and e.

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 ______

a. 

a. The process of grouping employees with similar characteristics


b. 

b. To identify the many ‘buyer-seller’ relationships which exist within the organisation and to develop these based on mutual understanding, recognition of mutual interdependencies, trust and shared values, and objectives


c. 

c. To build awareness, provide information or achieve other objectives


d. 

d. The development of goods and services based on the specific needs of the employees


The correct answer is d.

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?

a. 

Energising


b. 

Diffusing


c. 

Authorising


d. 

Communication


The correct answers are a, b and c.

Answer

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

B870_1

Take your learning further

Making the decision to study can be a big step, which is why you'll want a trusted University. The Open University has 50 years’ experience delivering flexible learning and 170,000 students are studying with us right now. Take a look at all Open University courses.

If you are new to University-level study, we offer two introductory routes to our qualifications. You could either choose to start with an Access module, or a module which allows you to count your previous learning towards an Open University qualification. Read our guide on Where to take your learning next for more information.

Not ready for formal University study? Then browse over 1000 free courses on OpenLearn and sign up to our newsletter to hear about new free courses as they are released.

Every year, thousands of students decide to study with The Open University. With over 120 qualifications, we’ve got the right course for you.

Request an Open University prospectus371