200915 Lecture Notes - Lecture 9: Online Advertising, Sales Promotion, Permission Marketing
Integrated service marketing communications
Chapter 12:Promoting services and educating customers
1)5’w w’s model:
Who is our target audience
How should we communicate this?
What do we need to communicate and achieve?
Where should we this communicate this ?
When do the communications needs to take place?
2)Target audience
3 target audiences:
Prospective customers,target segments
Current customers
Employees as secondary audience
5)Roles of service marketing:
promote Tangible Cues to Communicate Quality:
concrete cues to communicate service performance by :
- highlighting the quality of equipment and facilities and by
emphasizing employee characteristics such as qualifications, experience, commitment,
and professionalism.
Add Value through Communication Content
. Information
Consulation dd value to a product.
Prospective customers may need information and advice about what service options
are available to them (Figure 7.6);
where and when these services are available;
how much they cost; and what specific features,
functions, and service benefits they have.
Facilitate Customer Involvement in Service Production.
Incentives-sale promotions to encourage involvement
Contribution of Service Personnel and Back- stage Operations.
High-quality performance, front-line staff, and back-stage operations can be important
differentiators for services. In high-contact services, front-line personnel are central to
service delivery.
Stimulate and Shift Demand to Match Capacity.
6)Challenges of service communications-AGNB
Abstractness.
Challenging for marketers to connect services to intangible concepts such as financial
security,investment related matters,expert advice,safe transportation
Generality. This refers to items that comprise a class of objects, persons, or events—for
instance, airline seats, flight attendants, and cabin service.not specific enough
Non-searchability. This refers to the fact that many service attributes cannot be
searched or inspected before they are purchased.
experience of working with the trainers can only be determined through extended
personal involvement.
Mental impalpability. Many services are complex, multi-dimensional, or novel. This
makes it difficult for consumers—especially new prospects—to understand what the
experience of using them
“vivid information” that catches the audience’s attention and produces a strong, clear
impression on the senses, especially for services that are complex and highly
intangible.6 For example, many business schools feature successful alumni to make
the benefits of their education tangible and communicate what their programs could do
for prospective students in terms of career advancement, salary increases, and lifestyle.
Metaphors.
metaphors to communicate the benefits of their service offerings and to emphasize key
points of differentiation. The Merrill Lynch bull has been a symbol for the wealth
manager’s business philosophy, which sug
Document Summary
5)roles of service marketing: promote tangible cues to communicate quality: concrete cues to communicate service performance by : Highlighting the quality of equipment and facilities and by emphasizing employee characteristics such as qualifications, experience, commitment, and professionalism. Prospective customers may need information and advice about what service options are available to them (figure 7. 6); where and when these services are available; how much they cost; and what specific features, functions, and service benefits they have. Contribution of service personnel and back- stage operations. High-quality performance, front-line staff, and back-stage operations can be important differentiators for services. In high-contact services, front-line personnel are central to service delivery. Challenging for marketers to connect services to intangible concepts such as financial security,investment related matters,expert advice,safe transportation. This refers to items that comprise a class of objects, persons, or events for instance, airline seats, flight attendants, and cabin service. not specific enough.
