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* Answers to exercises

Answer – Internal Marketing

Internal Marketing

Casey Brothers Insurance (CBI) goes to Las Vegas

Objectives.

To communicate the long-term benefits of the change to staff by August 2019.

Strategy.

Internal Marketing

Execution/Implementation/Tactics

Tactic
Supporters
Neutral
Opposers
Notice Board
Y
Y
N
Intranet
Y
Y
N
Y
Y
Y
Roadshow
Y
Y
Y
CEO presentation
Y
N
N
Team Meeting
Y
Y
Y
Newsletter
Y
Y
Y
Suggestion Scheme
N
Y
Y
Application of power
N
N
Y
Financial Incentive
Y
Y
Y
Education
N
Y
Y
Negotiate
N
N
Y
Satisfaction Survey
Y
Y
Y

Controls/Evaluation.

  • Results of satisfaction survey
  • ‘Visits’ to intranet site and use of forum.
  • Attendance to CEO presentation.
  • Results of suggestion scheme.
  • Disciplinary rates.
  • Acceptance of any relocation package.
  • Acceptance of any redundancies/early retirement.
Tim Friesner

Marketing Teacher designs and delivers online marketing courses, training and resources for marketing learners, teachers and professionals.

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54 years ago

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