NOTRANJI MARKETING IN NOTRANJA TRŽNA NARAVNANOST ORGANIZACIJE

Gašparič, Tamara

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Title:	NOTRANJI MARKETING IN NOTRANJA TRŽNA NARAVNANOST ORGANIZACIJE
Authors:	ID Gašparič, Tamara (Author) ID Milfelner, Borut (Mentor) More about this mentor...
Files:	UNI_Gasparic_Tamara_2011.pdf (408,78 KB) MD5: DA9FC26271A7DD3A01611F62CCC55BB4 PID: 20.500.12556/dkum/eea0a4cf-bca9-4176-a516-182ba54fbf63
Language:	Slovenian
Work type:	Final seminar paper
Organization:	EPF - Faculty of Business and Economics
Abstract:	Marketinški koncept že vse od petdesetih let naprej velja za temelj marketinške discipline. Z njim je najtesneje povezan preobrat v naravnanosti organizacij k trgu in odjemalcu. Izhaja iz spoznanja, da je doseganje ciljev organizacije odvisno od opredelitve potreb in želja ciljnih trgov ter učinkovitejšega in uspešnejšega zadovoljevanja le-teh, kot to počno konkurenti. Vendar preživetje podjetij na trgu še daleč ni dovolj, podjetja želijo biti uspešna in vodilna na svojih področjih. Notranji marketing predstavlja za podjetje pomemben ključ do uspeha. Vodstvo podjetij mora zaposlenim pripisovat enako pomembno vlogo, kot jo pripisuje svojim odjemalcem. Iz definicij notranjega marketinga je razvidno, da notranji marketing vsebuje naslednje prvine: motiviranje zaposlenih, usposabljanje, izobraževanje, skrb za zaposlene, občutek njihove varnosti, pripadnosti, zaupanje, dialog znotraj podjetja, dobri odnosi itd. Podjetja se na trgu srečujejo z močno konkurenco, tehnološkim napredkom, v zadnjem času pa v ospredje postavljajo tudi boj za zaposlitev pomembnih ljudi, ki bi s svojimi sposobnostmi, znanjem in ustvarjalnostjo prispevali k uspehu podjetja. Vse več organizacij se v tem trenutku že zaveda, da so ključ do uspešnosti prav zaposleni. Vodje v podjetjih morajo spoznati in razumeti, da dobre delovne razmere in etični odnosi do vseh zaposlenih doprinesejo k povečani produktivnosti in uspešnosti. Zaposleni v podjetju morajo dobiti občutek pripadnosti, varnosti, pomembnosti in nenadomestljivosti. Potrebno jim je omogočit zdravo in varno delovno okolje, sprotno izobraževanje, usposabljanje in informiranje o tekočih zadevah. Imeti morajo občutek, da so obravnavani kot celota, ki je sestavljena iz pomembnih posameznikov, ki lahko s skupnim znanjem, pretokom informacij ter dobrimi medsebojnimi odnosi prispeva k uspešnemu delovanju podjetja.
Keywords:	Zaposleni, notranji marketing, notranja tržna naravnanost organizacije, zunanja tržna naravnanost organizacije
Place of publishing:	Maribor
Publisher:	[T. Gašparič]
Year of publishing:	2011
PID:	20.500.12556/DKUM-20485
UDC:	339.138
COBISS.SI-ID:	10874908
NUK URN:	URN:SI:UM:DK:IYR3KP93
Publication date in DKUM:	02.12.2011
Views:	2702
Downloads:	256
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	INTERNAL MARKETING AND INTERNAL MARKET ORIENTATION IN THE ORGANIZATION
Abstract:	Marketing concept applies since fifties for foundation of marketing discipline. With it is most closely related the change of organizational orientation towards the market and consumer. It is derived by cognition, that achieving organizational goals depends on the definition of target markets needs and wishes, and satisfying them more efficient and effective as competitors. However, the survival of companies on the market is not enough; they want to be successful and leading in their areas. Internal marketing represents for company an important key to success. Management of companies must give employees an equally important role, as it attaches it to customers. From the definitions of internal marketing it is clear, that the internal marketing includes the following components: motivation of employees, training, education, care for employees, sense of their safety and belonging, trust, dialogue within the company, good relations, etc. Companies face on the market strong competition and technological advances, but more recently, they prioritize the fight for important people that with their skills, knowledge and creativity contribute to the success of the company. More and more organizations are at this moment already aware that employees are the key to success. Leaders in business must realize and understand that good working conditions and the ethical relations to all of the employees will also contribute to increased productivity and efficiency. Company's employees must feel a sense of belonging, security, importance and irreplaceability. It is necessary to provide them a healthy and safe working environment, continuous education, training and inform them on current affairs. They must feel to be treated as a whole, which consists of relevant individuals who can with the common knowledge, flows of information and good relationships contribute to the successful activity of business.
Keywords:	Employees, internal marketing, internal market orientation, external market orientation

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