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.


綜述
具有戰(zhàn)略規(guī)劃的重要組成部分，是一個企業(yè)的核心競爭力。當(dāng)適當(dāng)?shù)墓芾砗诵哪芰梢詫?dǎo)致一個企業(yè)的競爭優(yōu)勢或在市場份額或提高利潤的增加，等形式的競爭優(yōu)勢之一是客戶服務(wù)，結(jié)果是不可動搖的客戶忠誠度。這怎么可能？內(nèi)部營銷是一種以優(yōu)越的服務(wù)的關(guān)鍵，其結(jié)果是外部營銷的成功。內(nèi)部營銷可以定義為促進(jìn)本公司及其產(chǎn)品（S）或產(chǎn)品線，公司的員工。因此，這一戰(zhàn)略是成功的高層管理人員必須完全接受它。因此，內(nèi)部營銷理念必須源于在頂部和向下傳達(dá)到最底層的企業(yè)。了解客戶的期望是提供優(yōu)質(zhì)的服務(wù)為前提，客戶比較符合市場預(yù)期在判斷一個公司的服務(wù)看法（Parasuraman等人，1991年。）。
服務(wù)業(yè)是唯一一個在許多行業(yè)，作為一個經(jīng)歷了競爭力和放松管制與對未來許諾的一樣多，結(jié)果是一個重大的變化。
內(nèi)部營銷 - 促銷
在什么大通（1978）所說的“高接觸”的服務(wù)企業(yè)，服務(wù)質(zhì)量是從服務(wù)供應(yīng)商的質(zhì)量是分不開的。高接觸的企業(yè)是那些在其中是有關(guān)系的服務(wù)提供商和客戶相當(dāng)大的聯(lián)系，例如，銀行，醫(yī)療保健，金融服務(wù)和餐廳。人體形狀的服務(wù)表現(xiàn)重大成果，從而成為“產(chǎn)品”的一部分。