Professional Documents
Culture Documents
Chapter 7:
Promoting Services
and Educating
Customers
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Overview of Chapter 7
Role of Marketing Communications
Challenges of Services Communications
Marketing Communications Planning
The Marketing Communications Mix
Role of Corporate Design
Integrating Marketing Communications
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Role of Marketing
Communications
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e.g., Airlines
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Promote Contributions of
Service Personnel
Frontline personnel are central to service delivery in highcontact services
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Challenges of Services
Communications
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Overcoming Problems of
Intangibility
Intangibility creates 4 problems:
Generality
- Items that comprise a class of objects, persons, or events
Abstractness
- No one-to-one correspondence with physical objects
Non-searchability
- Cannot be searched or inspected before purchase
Mental impalpability
- Customers find it hard to grasp benefits of complex,
multi-dimensional new offerings
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Overcoming Problems of
Intangibility
To overcome intangibility
Use metaphors
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Marketing Communications
Planning
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Users
Employees
Shape behavior
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The Marketing
Communications Mix
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Source: Adapted from a diagram by Adrian Palmer, Principles of Services Marketing, London: McGraw-Hill,4th ed., 2005, p. 397
Slide 2010 by Lovelock & Wirtz
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Aim
Challenges
Direct Marketingsuch
as mail, e-mail& text
messages
Advance in on-demand
technologies (e.g., spam
filters, cookie busters, pop-up
blockers) empower
consumers to decide how and
when they prefer to be
reached, and by whom
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Aim
Challenges
Sales Promotion:
Communication attached to
an incentive that is specific
to a period of time, price, or
customer group
Personal Selling:
Common in b2b and
infrequently purchased
services
Trade Shows
Stimulate extensive
Opportunity to learn about latest
media coverage with
offerings from wide array of
many prospective buyers suppliers
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Express is red/orange
Ground is green
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Summary
Marketing communications adds value through its content
Overcome problems of intangibility use metaphors to
communicate value proposition
Communication planning involves knowing (5Ws)
Marketing communications originate from within the
organization through production and marketing channels
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Summary
Service delivery channels include
Service outlets
Front-line employees
Self-service delivery points
Word of mouth
Blogs
Twitter
Media coverage
Chapter 7 Page 38