Professional Documents
Culture Documents
Communication helps in creating powerful image and a sense of credibility, confidence and reassurance.
INTERNAL COMMUNICATIONS
Communications from senior managers to their employees plays a vital role in maintaining and nurturing a corporate culture founded on specific values.
Ensure efficiency Satisfactory service delivery Achieve productive and harmonious working relationship Build employee trust Respect and loyalty
Abstractness
Generality
Nonsearchability
Mental impalpability
ABSTRACTNESS
Services which do not have one to one correspondence with physical objects.
GENERALITY
Customers of service know what they are. Marketers have to communicate what makes a specific offering distinctly different from competing offerings.
NONSEARCHABILITY
Refers to the fact that intangibles cannot be searched or inspected before they are purchased.
MENTAL IMPALPABILITY
When customers are involved in service production, they need training to perform well. Ex : adventurous activities(rock climbing, skiing) One approach is to show service delivery in action.
Some services are time specific and cant be stored for resale at later date.
Strategy:
Reduce use during peak demand periods and stimulate it during off-peak periods
In high contact services, front-line personnel are central to service delivery. An ad that shows employees at work helps prospective customers understand the nature of the service encounter.
TARGET AUDIENCE
Divided as:
Prospects Users Employees
Marketers need to be clear about their goals to formulate specific communication objectives and select most appropriate messages and communication tool to achieve them.
Marketing communication campaign should reflect a good understanding of the service product and how well prospective buyers can evaluate its characteristics in advance of purchase.
Customer training
Companies selling complex B2B services, offer formal training courses to familiarize customers with the service product
Service outlet
Both planned and unintended messages reach customers through the medium of service delivery environment itself. Banners, posters, brochures etc. Servicescape
Personal selling
Trade shows
Advertising
Direct marketing
Sales promotion
Public relations
Unrealistic service promises result from poor internal communications between operations and marketing personnel.
CORPORATE BRANDS
Presented brand
How the company presents itself through its own controlled communications.
External brand
Refers to customers dominant perceptions of the brand and the associations that Brand come to mind meaning
SUBBRANDS
Apply branding principles to specific products or processes as a way of both distinguishing a firms service offerings and also differentiating each of them from competing alternatives.
INTERNET APPLICATIONS
Communications task:
Promoting consumer awareness and interest Providing information and consultation Facilitating two way communication with customers through e-mail and chat rooms Stimulating product trail Enabling customers to place orders Measuring the effectiveness of specific advertising and promotional camaigns
Web site should contain information that a companys target customers will find interesting and useful.
INTERNET ADVERTISING
Goal :