• The impact of Internal Marketing (IM) on Market Orientation (MO) in service organizations

Abstract:

There is a broad consensus among the business scholars that one of the most important organizational goals is achieving Market Orientation (MO). The market-oriented organizations can enhance the business performance which leads to stable competitive advantage over the competitors. For accomplishing this market intelligence, the management of the organizations should employ a strong marketing-like approach over the internal customers to motivate and enable the employees to behave more market-oriented. The results of this research demonstrated the positive direct impact of Internal Marketing (IM) on MO. Furthermore, the mediatory role of Organizational Commitment (OC) between IM and MO was supported while the mediatory role of Organizational Citizenship Behavior (OCB) was rejected. In this regard, IM strategy is strongly advised for service organizations to enhance the MO within the organization.

Regarding this fact that human resources are the key internal elements of the service organizations for accomplishing and consequently succeeding the external marketing aspects, it is highly recommended that the service organization managers follow up the underneath points to enhance IM within their organizations:

1-Regular training of the personnel

2-Paying more attention to the reward system and salary procedure

3-Redefining the vision and conveying it to the personnel clearly

4-Focusing on the personnel communication more effectively

5-Developing the knowledge and skills of the personnel

6-Being flexible to different needs of the personnel

In this regard, the need for exercising a holistic, strong, and inter-organizational strategy with the potential capabilities of focusing on the whole employees is recognized. This strategy is nothing except IM which with some marketing-like approaches on the personnel causes incentive among them for achieving organizational external competencies such as MO.

• The effect of Marketing Mix elements (7P) in enginnering service organizational sales enhancement in energy industry
  

Abstract:

Marketing science has been changed widely during its growth. In today competitive world, the organizations try to competing by focusing on " customer satisfaction" and consequently gaining more profit. For reaching this achievement, one of the key issues is employing marketing mix analysis in each business. Marketing mix elements are a set of controllable marketing variables that an organization mixes in market place in order to create the value added.

In this research,the relationships among the known seven elements of marketing mix named product, price, place, promotion, people, physical evidence, and process with sales amount in service organizations were studied. The outcomes demonstrate that:

Process,Product > People,Place,Price >Physical evidence.

Therefore, due to what concluded, it is advised to the service organization managers in energy industry to pay attention more on the most important elements to achieve the sustainable competitive advantage over the competitors.