雅思备考练习提升-Internal Market 更新.docxVIP

\o Reading READING PASSAGE 3: You should spend about 20 minutes on Questions 27-40, which are based on Reading Passage 3 below. Internal Market: Selling the Brand Inside When you think of marketing, you more than likely think of marketing to your customers: How can you persuade more people to buy what you sell? But another market is just as important: your employees, the very people who can make the brand come alive for your customers. Yet in our work helping executives develop and carry out branding campaigns, my colleagues and I have found that companies very often ignore this critical constituency. Why is internal marketing so important? First, because its the best way to help employees make a powerful emotional connection to the products and services you sell. Without that connection, employees are likely to undermine the expectations set by your advertising. In some cases, this is because they simply dont understand what you have promised the public, so they end up working at cross-purposes. In other cases, it may be they dont actually believe in the brand and feel disengaged or, worse, hostile toward the company. Weve found that when people care about and believe in the brand, theyre motivated to work harder and their loyalty to the company increases. Employees are united and inspired by a common sense of purpose and identity. Unfortunately, in most companies, internal marketing is done poorly, if at all. While executives recognise the need to keep people informed about the companys strategy and direction, few understand the need to convince employees of the brands power－they take it as a given. Employees need to hear the same messages that you send out to the marketplace. At most companies, however, internal and external communications are often mismatched. This can be very confusing, and it threatens employees perceptions of the companys integrity: They are told one thing by management but observe that a different message is being sent to the public. One h