内部营销--外部营销成功的关键------外文翻译.doc
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内部营销--外部营销成功的关键------外文翻译,summarizean important ingredient of strategic planning is a firm′s core competency. when properly managed core competency can lead to a competitive advantage fo...
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summarize
An important ingredient of strategic planning is a firm′s core competency. When properly managed core competency can lead to a competitive advantage for the firm or an increase in market share or increased profits, etc. One form of competitive advantage is customer service and the result is unwavering customer loyalty. How can this be accomplished? Internal marketing is the key to superior service and the result is external marketing success. Internal marketing can be defined as the promoting of the firm and its product(s) or product lines to the firm′s employees. Hence, for this strategy to be successful top level management must fully embrace it. Thus, the idea of internal marketing must originate at the top and be communicated down to the very bottom of the firm. Understanding customer expectations is a prerequisite for delivering superior service; customers compare perceptions with expectations when judging a firm′s service (Parasuraman et al., 1991).
The service industry is only one industry among many that has undergone major change as a result of competitive forces and deregulation, with more of the same promised for the future. Change means opportunity, and the challenge is to capitalize on that opportunity for the benefit of its customers, shareholders, employees, management, and society.
综述
具有战略规划的重要组成部分，是一个企业的核心竞争力。当适当的管理核心能力可以导致一个企业的竞争优势或在市场份额或提高利润的增加，等形式的竞争优势之一是客户服务，结果是不可动摇的客户忠诚度。这怎么可能？内部营销是一种以优越的服务的关键，其结果是外部营销的成功。内部营销可以定义为促进本公司及其产品（S）或产品线，公司的员工。因此，这一战略是成功的高层管理人员必须完全接受它。因此，内部营销理念必须源于在顶部和向下传达到最底层的企业。了解客户的期望是提供优质的服务为前提，客户比较符合市场预期在判断一个公司的服务看法（Parasuraman等人，1991年。）。
服务业是唯一一个在许多行业，作为一个经历了竞争力和放松管制与对未来许诺的一样多，结果是一个重大的变化。
内部营销 - 促销
在什么大通（1978）所说的“高接触”的服务企业，服务质量是从服务供应商的质量是分不开的。高接触的企业是那些在其中是有关系的服务提供商和客户相当大的联系，例如，银行，医疗保健，金融服务和餐厅。人体形状的服务表现重大成果，从而成为“产品”的一部分。
An important ingredient of strategic planning is a firm′s core competency. When properly managed core competency can lead to a competitive advantage for the firm or an increase in market share or increased profits, etc. One form of competitive advantage is customer service and the result is unwavering customer loyalty. How can this be accomplished? Internal marketing is the key to superior service and the result is external marketing success. Internal marketing can be defined as the promoting of the firm and its product(s) or product lines to the firm′s employees. Hence, for this strategy to be successful top level management must fully embrace it. Thus, the idea of internal marketing must originate at the top and be communicated down to the very bottom of the firm. Understanding customer expectations is a prerequisite for delivering superior service; customers compare perceptions with expectations when judging a firm′s service (Parasuraman et al., 1991).
The service industry is only one industry among many that has undergone major change as a result of competitive forces and deregulation, with more of the same promised for the future. Change means opportunity, and the challenge is to capitalize on that opportunity for the benefit of its customers, shareholders, employees, management, and society.
综述
具有战略规划的重要组成部分，是一个企业的核心竞争力。当适当的管理核心能力可以导致一个企业的竞争优势或在市场份额或提高利润的增加，等形式的竞争优势之一是客户服务，结果是不可动摇的客户忠诚度。这怎么可能？内部营销是一种以优越的服务的关键，其结果是外部营销的成功。内部营销可以定义为促进本公司及其产品（S）或产品线，公司的员工。因此，这一战略是成功的高层管理人员必须完全接受它。因此，内部营销理念必须源于在顶部和向下传达到最底层的企业。了解客户的期望是提供优质的服务为前提，客户比较符合市场预期在判断一个公司的服务看法（Parasuraman等人，1991年。）。
服务业是唯一一个在许多行业，作为一个经历了竞争力和放松管制与对未来许诺的一样多，结果是一个重大的变化。
内部营销 - 促销
在什么大通（1978）所说的“高接触”的服务企业，服务质量是从服务供应商的质量是分不开的。高接触的企业是那些在其中是有关系的服务提供商和客户相当大的联系，例如，银行，医疗保健，金融服务和餐厅。人体形状的服务表现重大成果，从而成为“产品”的一部分。
