Marketing in Public Sector Quiz

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Questions and Answers

What is the main focus of Internal Marketing (IM)?

Acquiring and retaining customer-oriented employees

What is the primary sector of focus for Internal Marketing research?

Private sector firms

What is the title of the journal where this article was published?

Journal of Nonprofit & Public Sector Marketing

How many citing articles are there for this article?

8 Signup and view all the answers

What is the DOI of the article?

10.1300/J054v08n01_02 Signup and view all the answers

What is the purpose of the study mentioned in the article?

To explore the different applications of internal marketing in the public sector Signup and view all the answers

How many article views are there for this article?

304 Signup and view all the answers

What is the ISSN of the journal for online publications?

1540-6997 Signup and view all the answers

Who is credited with referring to the interaction process between contact persons and external customers as 'moments of truth'?

Jan Carlzon Signup and view all the answers

What is the primary objective of the internal marketing function?

To obtain motivated and customer-conscious personnel Signup and view all the answers

According to Rosenblunth and Peters, whose needs should come first in a service organization?

Employees' needs Signup and view all the answers

What is the main focus of the internal marketing concept?

Employees Signup and view all the answers

What is the primary role of internal marketing at the strategic level?

To create an internal environment that bolsters customer consciousness Signup and view all the answers

Who argued that the satisfaction of internal customers is important to the success of a service organization?

Gremler, Bitner, and Evans Signup and view all the answers

What is the primary objective of the internal marketing function in a service organization?

To motivate employees Signup and view all the answers

What does the study explore in the context of public sector organizations?

The applicability of the internal marketing concept Signup and view all the answers

What is characteristic of the organization's approach to employees?

Flexible and accommodating Signup and view all the answers

What is the primary focus of internal marketing?

To ensure employees feel that management cares about them and their needs Signup and view all the answers

What is the primary focus of the organization in terms of employee relations?

Communication and training Signup and view all the answers

What is the significance of the *** symbol in the table?

Represents a statistical significance level of p < 0.01 Signup and view all the answers

What is the result of successful application of internal marketing?

Positive employee attitudes towards work Signup and view all the answers

What type of organizations are strongly represented in Cluster 1?

Welfare, education, health and environmental management organizations Signup and view all the answers

What is the relationship between internal marketing and customer satisfaction?

There is a significant positive relationship Signup and view all the answers

Why are contented employees more likely to provide increased effort?

Because they are more willing and capable of satisfying customer needs Signup and view all the answers

What is a possible explanation for the high level of organizational commitment in certain areas?

Vocational calling and sense of purpose Signup and view all the answers

What is a characteristic of Australia's welfare system?

It is deeply ingrained and transcends political affiliation Signup and view all the answers

Who explored the interface between internal marketing and human resource effectiveness?

Ewing and Caruana Signup and view all the answers

What is the name of the analysis technique used in Figure 1?

Correspondence Analysis Signup and view all the answers

What was used to measure internal marketing practices?

A 15-item scale developed by Money and Foreman Signup and view all the answers

What is the percentage of variance explained by Axis 1 in Figure 1?

70.7% Signup and view all the answers

What was the research design used to investigate internal marketing in the public sector?

Postal questionnaires to a cross-section of heads of departments Signup and view all the answers

What is the benefit of internal marketing at the macro level?

It is not applicable at the macro level Signup and view all the answers

What are the implications of the research on government organizations?

They need to take into account research that transcends traditional management theory. Signup and view all the answers

What is a limitation of the internal marketing construct?

It requires further theoretical and empirical refinement. Signup and view all the answers

What is a concern with the study's use of self-reported measures of practices?

They may not accurately reflect actual effectiveness. Signup and view all the answers

What is a potential area for further research on internal marketing?

Extending it to organizations that market physical products. Signup and view all the answers

Why must generalizations to other countries or the private sector be done with caution?

Because the study was confined to public sector organizations in three Australian states. Signup and view all the answers

What is a potential application of internal marketing beyond service firms and public sector organizations?

In organizations that market physical products. Signup and view all the answers

What is a limitation of the study's findings?

The study's factor structure did not match Money and Foreman (1996). Signup and view all the answers

What is a potential benefit of taking into account research on internal marketing for government organizations?

It may enhance and refine the impact of legislative reforms. Signup and view all the answers

Study Notes

Marketing Within the Public Sector

The article explores the concept of internal marketing (IM) in the public sector, focusing on acquiring and retaining customer-oriented employees.
IM is important in the public sector, as employees are the organization's first market, and their satisfaction is crucial to meeting external customer needs.
The concept of internal marketing is not new, but its application in the public sector has not been extensively researched.

Internal Marketing Concept

The internal marketing concept holds that an organization's employees are its first market.
The main objective of the internal marketing function is to obtain motivated and customer-conscious personnel at every level.
Grönross (1981) distinguishes between the implementation of internal marketing at the strategic and technical levels.
The internal marketing concept is crucial to ensure that employees feel that management cares about them and their needs.

Research and Findings

The study employed a research design involving postal questionnaires to a cross-section of heads of departments in the public sector.
The final questionnaire consisted of measures of internal marketing practices (IM) together with 4 classificatory variables.
Internal marketing was measured using the 15-item scale developed by Money and Foreman (1996).
The study identified three different types of public sector organizations based on their current level of IM orientation.
The three clusters were described and profiled, with Cluster 1 strongly emphasizing training and communication, and Cluster 3 being characterized by a more bureaucratic approach.

Implications and Limitations

The study has implications for public sector management, as it highlights the importance of internal marketing in ensuring employee satisfaction and meeting external customer needs.
The study's limitations include the need for further theoretical and empirical refinement of the internal marketing construct, and the potential limitations of self-reported measures of practices.
The study's findings may have applications beyond the public sector, and could be extended to organizations in the consumer, industrial, and public sectors.

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